{"product_id":"9780627042751","title":"Integrated Marketing Communication","description":"\u003cp\u003eThriving in the South African market can be a daunting task for businesses, particularly in industries with intense competition. Companies must not only report to their stakeholders but also inform customers about their products and services, and persuade them that they provide superior value compared to their competitors. Selecting the most effective marketing communication strategy can prove challenging. Integrated marketing communication provides a broad framework for unifying all marketing communication components and presenting a cohesive corporate image and brand offering.\u003cbr\u003eIntegrated marketing communication offers a comprehensive discussion of the fundamental components of the marketing communication mix and emphasises the importance of utilising these techniques in a unified way. All elements are studied practically and holistically. Digital communication is also explored, featuring current South African case studies, examples and review questions.\u003cbr\u003eContents include the following:\u003cbr\u003e\u003cbr\u003eSetting the scene\u003cbr\u003eIntegrated marketing communication planning\u003cbr\u003eAdvertising\u003cbr\u003eMedia management\u003cbr\u003ePersonal selling: a relational approach\u003cbr\u003eSales promotion\u003cbr\u003ePublic relations and publicity\u003cbr\u003eSponsorship\u003cbr\u003eDirect marketing\u003cbr\u003eDigital communication\u003c\/p\u003e\n\u003cdiv class=\"book-contributors\"\u003e\n  \u003cp class=\"contributor-item\"\u003e\n    \u003cspan class=\"contributor-role\"\u003eAuthor\u003c\/span\u003e\n    \u003ca href=\"\/search?q=Author+Mulder+D\" class=\"contributor-link\"\u003eMulder D\u003c\/a\u003e\n  \u003c\/p\u003e\n  \u003cp class=\"contributor-item\"\u003e\n    \u003cspan class=\"contributor-role\"\u003eAuthor\u003c\/span\u003e\n    \u003ca href=\"\/search?q=Author+Mpolokeng+C\" class=\"contributor-link\"\u003eMpolokeng C\u003c\/a\u003e\n  \u003c\/p\u003e\n  \u003cp class=\"contributor-item\"\u003e\n    \u003cspan class=\"contributor-role\"\u003eAuthor\u003c\/span\u003e\n    \u003ca href=\"\/search?q=Author+van+Heerden+TN\" class=\"contributor-link\"\u003evan Heerden TN\u003c\/a\u003e\n  \u003c\/p\u003e\n\u003c\/div\u003e","brand":"Mulder D,Mpolokeng C,van Heerden TN","offers":[{"title":"Default Title","offer_id":47375619588259,"sku":"9780627042751","price":755.0,"currency_code":"ZAR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0741\/7836\/3555\/files\/img_9780627042751_68a22da7-db1b-4b54-9237-55654595f053.jpg?v=1776803228","url":"https:\/\/graffitibooks.co.za\/products\/9780627042751","provider":"Graffiti Books","version":"1.0","type":"link"}