The IMC handbook : readings & cases in integrated marketing communications /
The IMC handbook : readings & cases in integrated marketing communications /
Integrated marketing communications handbook : readings and cases in integrated marketing communications
editors, J. Steven Kelly, DePaul University, Susan K. Jones, Ferris State University Susan K. Jones & Associates, Richard A. Hagle, RACOM Communications.
- Third edition.
- x, 509 pages : illustrations ; 23 cm
Includes bibliographical references.
A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1.
9781933199061
Communication in marketing.
Customer relations--Management.
--Reading book
658.802 / IMC
Includes bibliographical references.
A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1.
9781933199061
Communication in marketing.
Customer relations--Management.
--Reading book
658.802 / IMC