01216cam a2200265 7i4500 0000057590 20201217090000.0 Monographs 201217 eng 9781538101056 (pbk.) HF5415.123 BLA 2018 Blakeman, Robyn author Integrated marketing communication : creative strategy from idea to implementation Robyn Blakeman. Third Edition. Lanham, Md.: Rowman & Littlefield, 2018. ♭2018. viii, 358 pages: illustrations; 24 cm. text rdacontent unmedaited rdamedia volume rdacarrier BBUS MKT Includes bibliographical references and index Integrated marketing communication -- IMC marketing plans -- Left- and right-brain selling points -- Branding and positioning -- Creative briefs -- The creative process -- Copywriting -- Campaigns -- Public relations -- Newspaper advertising -- Magazine advertising -- Radio advertising -- Television advertising -- Direct marketing -- Sales promotion -- Internet marketing Communication in marketing http://www.rowman.com