Abstract:
The text emphasizes the role of inte-grated marketing communications (IMC) in enhancing the equity of brands and provides thorough coverage of all aspects of an IMC program: advertising, promotions, packaging and branding strategies, point-of-purchase communications, marketing-oriented public relations, word-of-mouth buzz creation, and event- and cause-oriented sponsorships. These topics are made even more accessible in this edition through expanded use of examples and applications. Appropriate academic
theories and concepts are covered in the text to provide formal structure to the illustrations
and examples.
