Title: Integrated Marketing Communication: Creative Strategy from Idea to Implementation, Third Edition
Authors: Robyn Blakeman
Publisher: Rowman & Littlefield
Description: “Integrated Marketing Communication: Creative Strategy from Idea to Implementation,” now in its Third Edition, authored by Robyn Blakeman and published by Rowman & Littlefield, offers a comprehensive guide to understanding and implementing integrated marketing communication (IMC) strategies. This edition provides insights into the creative processes involved in developing effective marketing campaigns that integrate various communication channels. Blakeman covers essential topics such as brand positioning, message development, media planning, and campaign evaluation, providing readers with practical tools and techniques for crafting compelling marketing messages and campaigns. With updated content reflecting the latest trends and developments in digital marketing and social media, this edition equips marketers with the knowledge and skills necessary to navigate the complexities of modern marketing communication. Whether you’re a student studying marketing or a marketing professional seeking to enhance your strategic capabilities, “Integrated Marketing Communication” serves as an invaluable resource for mastering the creative aspects of IMC and driving successful marketing outcomes.