IMC: The New Principles of Advertising and Promotion, 2/e
Tom Duncan,
University of Colorado/Boulder
ISBN: 0072537744 Copyright year: 2005
What's New
The IMC model highlighted in Chapter 1 has been simplified to clearly and quickly shows students why communicating with prospects and customers is an on-going process.
The entire text has been updated, reorganized, and reworked so that it is more reader-friendly and more accessible for students of Advertising Principles.
Personal selling, previously incorporated into chapter 17, has been given its own chapter. Personal selling has grown to become an important part of the marketing communication process, where important discourse happens between the customer and the company. Sales representatives are a direct link in the IMC and advertising process.
Based on reviewer feedback, key topics, like channel marketing, customer service and its impact on retention, and personal selling, are explained in a more clear and concise manner in the second edition. Rich business examples and a greater number of visuals bring the theories presented in the text to life for students.
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2005 McGraw-Hill Higher Education