Description

Integrated Marketing Communications in the Digital Age is a comprehensive book that explores the principles, strategies, and practices of modern marketing communication. It explains how businesses can integrate traditional and digital marketing tools to build strong brands, engage target audiences, influence consumer behaviour, and achieve sustainable business growth.

The book covers essential topics such as integrated marketing communication, advertising, digital marketing strategies, marketing communication mix, sponsorship, consumer engagement, campaign evaluation, marketing ethics, and emerging trends in digital communication. It also provides insights into communication planning, advertising effectiveness, brand management, and the use of digital platforms to reach and retain customers.

Designed for students, educators, researchers, marketing professionals, and business managers, this book offers valuable knowledge of contemporary marketing practices and communication strategies. It serves as a useful academic and professional resource for understanding how integrated marketing communication supports brand development, customer relationships, and business success in the digital era.

Contents

Module 1: Introduction to Integrated Marketing Communication

Module 2: Integrated Marketing Communication

Module 3: Marketing Communication Mix II

Module 4: Evaluation in Integrated Marketing Communication

Module 5: Evaluation, Ethics and Trends in Marketing Communications