Non-Fiction Books:

Integrated Marketing Communication

Creating Spaces for Engagement



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Integrated Marketing Communication

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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.

Author Biography

Jeanne M. Persuit is associate professor in the Department of Communication Studies at the University of North Carolina Wilmington. Christina L. McDowell Marinchak is assistant professor in the Management and Marketing Department at the University of Alaska Anchorage.
Release date NZ
August 31st, 2018
Edited by Christina L. McDowell Marinchak Edited by Jeanne M. Persuit
2 Tables, unspecified; 4 Illustrations, black and white
Country of Publication
United States
Lexington Books
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