Integrated Marketing Communications Strategic Planning Perspectives 5th canadian Edition by Keith J. Tuckwell
By: Keith J. Tuckwell
Publisher: Pearson Canada
Print ISBN: 9780134270371, 0134270371
eText ISBN: 9780134594163, 0134594169
Edition: 5th
Copyright year: 2018
Integrated Marketing Communications presents essential elements of integrated marketing communications in a clear, concise, and informative manner. The book is written in a straightforward, easy-to-understand manner and is full of examples and illustrations that students will quickly identify with.
Teachers face many challenges in the classroom. It is difficult to get students to read a
textbook; multicultural classrooms present language problems; and it is often hard to
cover course material in the time allotted. This textbook is designed to conquer these
problems. My primary goal is to present essential elements of integrated marketing communications
in a clear, concise, and informative manner. Many students who have read
previous editions comment that this is an ?enjoyable? text to read!
Keeping content current in such a rapidly changing environment is a constant
challenge. The impact of new technologies makes it difficult for educators and practitioners
to keep pace. The ongoing shift to digital communications presents both
challenges and opportunities for advertisers and their marketing communications
agencies. Striking the right balance among the communications options is the primary
task of the marketing communications agencies responsible for making recommendations
to their clients. In such a rapidly changing environment, teachers and students
must recognize that presenting the latest information in a text is difficult. I have done
my very best to ensure that the content presented here is as up to date as possible. The
core content and the strategic planning principles included reflect contemporary
practice.
