Promotion and Integrated Marketing Communications

Promotion and Integrated Marketing Communication is a necessity for all business professionals who need to know how all promotional tools work and, more importantly, how to integrate their use to maximize returns. The book covers all of the promotional tools within the framework of an integrated marketing campaign unlike the majority of advertising books that focus only on advertising.This format is superior because marketing professionals devote no more time to advertising than event sponsorship, sales promotion or any other promotion device utilized. Therefore, a real-life model for marketing initiatives can evolve using the techniques discussed. Full coverage of cutting edge new media, the Internet, and E-Commerce are thoroughly integrated throughout.