INTEGRATED MARKETING COMMUNICATION 2ED: Creative Strategy from Idea to Implementation

An obvious choice for faculty who teach campaign strategy, the second edition of Integrated Marketing Communication bridges the gap between the marketing, advertising, and public relations disciplines and lays a foundation for creating integrated messages that are on-strategy and on-target. Blakeman's thorough examination of creative concepts all the way to consumer engagement makes this a text that builds both the critical thinking and the technical/professional skills students need to be dynamic, adaptable communication experts in an increasingly competitive and rapidly evolving industry. -- Patricia Mark, University of South Alabama Praise for the Previous Edition: Finally: a textbook that explores the vast power of the brand and the role of integrated marketing communications in building brand equity. Blakeman's book puts it all together. It is well organized, clearly written, and offers the reader the creative tools to implement IMC. -- Archie Sader, West Virginia University Praise for the Previous Edition: Clearly and explicitly spells out the essential guiding principles of integrated communications and demonstrates the next step-how to put those principles into action. It takes the leap from the `marketing' in IMC to execution, and therein lies the book's uniqueness. -- Karen Mallia, University of South Carolina Praise for the Previous Edition: An excellent overview of major concepts and theories in IMC, emphasizing creative planning and implementation. -- Kenneth C. C. Yang, University of Texas at El Paso