"With advancing technologies bringing novel, interesting promotional tools to our fingertips, there's never been a more exciting time to be in marketing communications. Nevertheless, the newness of these opportunities brings uncertainty and even potential pitfalls as organisations try to...

Cover -- Half Title -- Title Page -- Copyright Page -- Contents -- Figures -- Tables -- Adverts -- Preface -- Part I Introduction to IMC -- 1 Overview of IMC -- What is IMC? -- Managing IMC -- Barriers to effective IMC -- Identifying IMC opportunities -- IMC strategic planning -- Summary -- 2...