Thriving in the South African market can be a daunting task for businesses, particularly in industries with intense competition. Companies must not only report to their stakeholders but also inform customers about their products and services, and persuade them that they provide superior value compared to their competitors. Selecting the most effective marketing communication strategy can prove challenging. Integrated marketing communication provides a broad framework for unifying all marketing communication components and presenting a cohesive corporate image and brand offering.
Integrated marketing communication offers a comprehensive discussion of the fundamental components of the marketing communication mix and emphasises the importance of utilising these techniques in a unified way. All elements are studied practically and holistically. Digital communication is also explored, featuring current South African case studies, examples and review questions.
Contents include the following:
Chapter 1: Integrated marketing communication: setting the scene
Chapter 2: Integrated marketing communication planning
Chapter 3: Advertising
Chapter 4: Media management
Chapter 5: Personal selling: a relational approach
Chapter 6: Sales promotion
Chapter 7: Public relations and publicity
Chapter 8: Sponsorship
Chapter 9: Direct marketing
Chapter 10: Digital communication
