Developing a Creative and Innovative Integrated Marketing Communication Plan

Synopsis of Developing a Creative and Innovative Integrated Marketing Communication Plan

«Developing a Creative and Innovative Integrated Marketing Communication Plan» is a marketing manual by James R. Ogden (Pearson, paperback, in English).

The book addresses the creation of an integrated marketing communication (IMC) plan from a managerial perspective, reviewing the main areas of the discipline. It includes flowcharts and practical «how-to» schemes that facilitate student assimilation of the content, and can be used as a standalone reference work or as a complement to other advertising manuals.

First edition, published in 1998; 192 pages. Categories: Business and Economics, Marketing Communication.

For students and professionals in marketing, advertising, and business communication who need to structure an IMC plan.