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The IMC handbook : readings and cases in integrated marketing communications. Second Edition

A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1.

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Series Title

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Call Number

658.82722 Kel i

Publisher

Chicago : Racom Communications., 2012

Collation

509 p. ; 23 cm.

Language

English

ISBN/ISSN

9781933199344

Classification

658.82722

Content Type

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Media Type

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Carrier Type

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Edition

Second Edition

Subject(s)

Integrated marketing communication

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Statement of Responsibility

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