Ouwersloot, Hans. <br/><br/>
Integrated marketing communications / 

 - European ed. 
 - London :  McGraw-Hill,  c2008. 
 - xviii, 523 pages :  Illustrations ; 
<br/><br/> Includes index. 
<br/><br/>Marketing communication builds brands -- Brands and brand relationships -- Touch points: brand communication at work -- Consumer response -- IMC planning -- Creative message strategies -- Message execution -- Media characteristics -- The Internet and interactivity -- Media planning -- Building the brand: product placements, events, sponsorships and packaging -- Publicity and public relations -- Sales promotion -- Personal selling -- Direct marketing and customer service: the dialogue builder -- Social, ethical and legal issues -- International marketing communication -- Measurement, evaluation and effectiveness. 
<br/><br/><label>ISBN: </label>9780077111205 0077111206 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.<br/>Marketing.
<br/><br/><label>LC Class. No.: </label>HF 5415.123  / OUW