Integrated Marketing Communication: Creating Spaces for Engagement

Integrated Marketing Communication: Creating Spaces for Engagement
ISBN-10
1498540031
ISBN-13
9781498540032
Series
Integrated Marketing Communication
Category
Language Arts & Disciplines
Pages
198
Language
English
Published
2016-09-22
Publisher
Lexington Books
Authors
Jeanne M. Persuit, Christina L. McDowell Marinchak

Description

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. Integrated Marketing Communication: Creating Spaces for Engagement explores how IMC can open up spaces for engagement in our classrooms and our communities. The breadth of the contributors is in the spirit of IMC, examining public and private sector organizations that offer products and services while relying on various methodologies and theoretical approaches, with particular emphasis on rhetoric, philosophy of communication, qualitative research, and historical perspectives in IMC. Moreover, each chapter considers IMC from a different communicative perspective, including strategic communication, philosophy of communication, rhetorical theory, health communication, crisis and risk communication, communication theory, and mass communication.

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