Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. This book explores how IMC, as grounded in the communication discipline, creates spaces for community engagement and collaboration.
Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. This book explores how IMC, as grounded in the communication discipline, creates spaces for community engagement and collaboration.
Jeanne M. Persuit is associate professor in the Department of Communication Studies at the University of North Carolina Wilmington. Christina L. McDowell Marinchak is assistant professor in the Management and Marketing Department at the University of Alaska Anchorage.
Inhaltsangabe
Contents Acknowledgments Introduction Chapter 1: Engaged Communicative Consumption: How IMC Campaigns Generate a Space for Civic Conversation By Christina L. McDowell Marinchak and Jill K. Burk Chapter 2: Integrated Marketing Communication and Customer Engagement: "It's Beautiful" By Daniel U. Assmus Chapter 3: Integrated Marketing Communication and Event Planning: An Academic Conference in the Charm City By Leeanne M. Bell McManus and Chip Rouse Chapter 4: Integrated Marketing Communication and Goods as Toys: Marketing Childhood to Adults By Paul A. Lucas Chapter 5: Integrated Marketing Communication and Public Relations: Epideictic Rhetoric, kairos, and Ireland's Vote Yes Campaign By Jeanne M. Persuit Chapter 6: Integrated Marketing Communication and Social Media: "Coordinated Management of Meaning" and Entrepreneurship By Cassandra Vinhateiro and Vernon E. Cronen Chapter 7: Integrated Marketing Communication and Public Health Campaigns: Let's Quit Together By Kelli L. Fel
Contents Acknowledgments Introduction Chapter 1: Engaged Communicative Consumption: How IMC Campaigns Generate a Space for Civic Conversation By Christina L. McDowell Marinchak and Jill K. Burk Chapter 2: Integrated Marketing Communication and Customer Engagement: "It's Beautiful" By Daniel U. Assmus Chapter 3: Integrated Marketing Communication and Event Planning: An Academic Conference in the Charm City By Leeanne M. Bell McManus and Chip Rouse Chapter 4: Integrated Marketing Communication and Goods as Toys: Marketing Childhood to Adults By Paul A. Lucas Chapter 5: Integrated Marketing Communication and Public Relations: Epideictic Rhetoric, kairos, and Ireland's Vote Yes Campaign By Jeanne M. Persuit Chapter 6: Integrated Marketing Communication and Social Media: "Coordinated Management of Meaning" and Entrepreneurship By Cassandra Vinhateiro and Vernon E. Cronen Chapter 7: Integrated Marketing Communication and Public Health Campaigns: Let's Quit Together By Kelli L. Fel
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