Integrated marketing communication by N. Van Heerden et.al
Van Schaik Publishers, 19 January 2019
Soft cover, 382 pages
A solid interpretation of all the major marketing communication mix elements that focuses on the basic premises that are needed to employ these techniques in a cohesive manner. Presents a planning framework to facilitate a seamless integration of all these elements in order to convey a consistent corporate image and brand offering. Aimed at undergraduate marketing students, but will also be of benefit to postgraduate students and practitioners as a reference work.