Imc : Using Advertising and Promotion to Build Brands

IMC goes beyond most books on the market today to concentrate not only on functions but also on integration and organization - the very foundations of effective marketing.

Answering questions of "when to use, how to use, and who should be involved, " it provides concrete tools and strategies for managing the ongoing dialogue between buyers and sellers, creating and sending convincing brand messages, developing IT and database-driven communication -- and truly integrating the consumer into all aspects of B2B and B2C marketing.