Integrated Marketing Communications

This text is a coursebook specifically tailored for students undertaking the Integrated Marketing Communications module of the CIM Certificate. Written by the senior examiner for the Integrated Marketing Communications module, the book is completely revised and updated to fit in with the syllabus. It is also officially endorsed by the CIM and approved by the CIM Chief Examiner. This new edition contains: a firmly international perspective; new material to cover e-marketing issues; new and up-to-date examples and case-studies to illustrate the theory; additional text references and website references; and preparatory aids for the final exam, including the most recent exam papers, examiners’ marking schemes and specimen answers.