Overview

This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.

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9781527541047

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Jerry G. Kliatchko, Ph.D., holds a doctorate of Public Communication from the University of Navarra, Spain. He is the Dean of the Integrated Marketing Communication (IMC) and Media and Entertainment Management (MEM) programs at the School of Communication of the University of Asia and the Pacific, Manila. His research and publications focus on the theoretical foundations and practice of IMC, particularly in the Asian setting.

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