02210cam a22003495i 4500 28495 28466 17504783 EG-ScBUE 20200716174303.0 121022t20152015ilua f bv 000 0 eng d 9781933199061 DLC eng rda DLC DLC EG-ScBUE 658.802 IMC 22 The IMC handbook : readings & 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. Integrated marketing communications handbook : readings and cases in integrated marketing communications Third edition. Chicago, IL : Racom Communications, [2015] c2015 x, 509 pages : illustrations ; 23 cm text txt rdacontent unmediated n rdamedia volume nc rdacarrier 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. Communication in marketing. BUEsh Customer relations Management. BUEsh COMAME July2020 Reading book 34232 Kelly, J. Steven, editor. Jones, Susan K. editor. Hagle, Richard A. editor. ddc BB 0 0 ddc 0 0 Baccah MAIN MAIN 1ST 2020-07-16 Purchase 1998.00 0 658.802 IMC 000049390 2022-08-24 00:00:00 2497.50 2020-07-16 BB