Mastering IMC: A Comprehensive Guide to Integrated Marketing Communication is a grounded exploration of how organisations can strategically coordinate diverse marketing tools to deliver a unified, consistent, and impactful brand message. Bridging theory and practice, the book provides a holistic understanding of communication strategies across both traditional and digital platforms.
Beginning with a strong foundation in the fundamentals of marketing communication, the book traces the evolution, scope, and strategic importance of IMC in today's competitive marketplace. Chapters examine the core elements of Integrated Marketing Communication (IMC), including advertising, public relations, sales promotion, direct marketing, and digital media, highlighting their interdependence and strategic alignment. Additional chapters address consumer behaviour, brand positioning, media planning, message design, and campaign evaluation, supported by real-world examples and illustrative case studies. The concluding sections focus on emerging trends such as social media integration, content marketing, and data-driven communication strategies, reflecting the evolving digital landscape.
Key Features
Clear explanations of IMC concepts and strategic frameworks
Integrated perspectives on traditional and digital marketing communication tools
Practical case studies and real-world examples
Visual summaries, reflective questions, and application-oriented insights
Aligns with current industry practices and market trends.
eBook - ePub
Mastering IMC
A Comprehensive Guide to Integrated Marketing Communication
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Mastering IMC
A Comprehensive Guide to Integrated Marketing Communication
About this book
Trusted by 375,005 students
Access to over 1.5 million titles for a fair monthly price.
Study more efficiently using our study tools.
Information
Subtopic
AdvertisingIndex
BusinessTable of contents
- Table of Content
- Welcome
- Title
- BENTHAM SCIENCE PUBLISHERS LTD.
- PREFACE
- Introduction to Integrated Marketing Communication (IMC)
- Understanding the Communication Process in Integrated Marketing Communication (IMC)
- Planning for Marketing Communication (Marcom)
- Integrated Marketing Communication (IMC) Program Development
- Tools and Techniques of Integrated Marketing Communication (IMC)
- Media Planning in Integrated Marketing Communication (IMC)
- Evaluation of IMC Effectiveness
- Best Practices in Integrated Marketing Communication (IMC)
- Legal and Ethical Aspects of Integrated Marketing Communication (IMC)
- Future Trends in Integrated Marketing Communication (IMC)
- Appendix Caselets on IMC Strategy
Frequently asked questions
Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn how to download books offline
Perlego offers two plans: Essential and Complete
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.5M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1.5 million books across 990+ topics, we’ve got you covered! Learn about our mission
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more about Read Aloud
Yes! You can use the Perlego app on both iOS and Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Yes, you can access Mastering IMC by Chandrani Singh,Manisha Pipariya,Anamika Singh in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.