01143cam a2200205 a 4500 0 0 0 GIMPA kcl GEN 2013-09-09 Purchase 0 HF 5415.123 OUW 59889 2021-07-01 2021-07-01 BK 509 509 9780077111205 0077111206 HF 5415.123 OUW Ouwersloot, Hans. Integrated marketing communications / European ed. London : McGraw-Hill, c2008. xviii, 523 pages : Illustrations ; Includes index. 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. Communication in marketing. Marketing. Duncan, Tom BK