"In this book, the authors trace corporate communication and integrated marketing communication (IMC) historically and situate industry practices today to draw attention to the need for companies to reach audiences beyond traditional stakeholders"--

Acknowledgments -- Introduction -- Engaged communicative consumption : how imc campaigns generate a space for civic conversation / by Christina L. McDowell Marinchak and Jill K. Burk -- Customer engagement : "it's beautiful" / by Daniel U. Assmus -- Integrated marketing communication and event...