Integrated Marketing Communications

Butterworth-Heinemann's 2002-2003 CIM Coursebook series offers you the complete package for exam success. Comprising the fully updated coursebook texts and free online access to the MarketingOnline learning interface, it offers everything you need to keep you on course! THE COURSEBOOK: * Written by the CIM Senior Examiner for the Integrated Marketing Communications module * CIM approved content for this year's course * Approved by the CIM Chief Examiner * Updated material and cases to keep you up to speed with the latest developments Carefully structured to link information directly to the CIM syllabus, each coursebook text is crammed with a range of cases, questions, activities, definitions and study tips to support and test your understanding of the theory. Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts

Preface, Introduction to marketing communications, Strategy, IMC and frameworks, Contexts 1 - the customer, Contexts 2 - other contexts, Promotional objectives and positioning, Marketing communications strategy - the 3Ps, Branding - product and corporate branding, Cross-border communications, Managing marketing communications, Sector-specific marketing communications, Appendices - Guidance on examination preparation, Answers and debriefings, Curriculum information, Further learning materials.

Integrated Marketing Communications has been specifically written for students taking the Integrated Marketing Communications module of the CIM Postgraduate Diploma course