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Blakeman, Robyn, 1958-

Integrated marketing communication : creative strategy from idea to implementation / Robyn Blakeman, University of Tennessee, Knoxville. - 3rd ed - viii, 359 pages ; 26 cm

Includes bibliographical references and index.

Integrated Marketing Communication --- IMC Marketing Plans --- Branding and Positioning --- Creative Briefs --- The Creative Process --- Copywriting --- Campaigns --- Public Relations --- Newspaper Advertising --- Magazine Advertising --- Radio Advertising --- Television Advertising --- Out-of-Homeand Transit Advertising --- Direct Marketing --- Sales Promotion --- Internet Marketing and Social Media --- Mobile Media Marketing --- Alternative Media Advertising

ISBN: 9781538101049 (cloth : alk. paper) 9781538101056 (pbk. : alk. paper)

LCCN: 2017042452

Subjects--Topical Terms:
Communication in marketing.

LC Class. No.: HF5415.123 / B557 2018