( 1 reviews )
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Posted: Dec 5 2005
This book claims to explain integrated marketing communications and presents several case studies. The book is well structured. However I still cannot make sense out of it. IMC is a concept of integrated communication to change the behavior of customers. Right. But exactly how are customer behaviors changed? After (kind of) intoducing the concept, the book describes each communication tool in a separate chapter. But how are these tools exactly intergrated? What rules can be applied? I did not find anything I can use for my course. To be fair, the prospective reader is actually warned about the marketing skills of the authors: the cover is wonderfully desiged with silver characters on pink background with a white graphic that looks like a molecule structure. Integrated marketing?
