TY  - BOOK
AU  - Ouwersloot,Hans
AU  - Duncan,Tom
TI  - Integrated marketing communications
SN  - 9780077111205
AV  - HF 5415.123 OUW
PY  - 2008///
CY  - London
PB  - McGraw-Hill
KW  - Communication in marketing
KW  - Marketing
N1  - 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
ER  -