Overview

Integrated Marketing in a Modern World provides readers with a clear understanding of the role and importance of integrated marketing communication in the development of comprehensive marketing plans for organizations. It also addresses the role and objective of each integrated marketing plan element, emphasizing how each element has a critical purpose in the development and execution of a winning marketing plan. Opening chapters introduce integrated marketing, review the key elements of a marketing plan, and speak to audience targeting and market segmentation. The book compares the ways in which outside agencies and in-house marketing departments operate, as well as the benefits and detractors of each. Additional chapters discuss the role of agency search consultants, critical elements of integrated marketing communication strategies across media, and how integrated marketing can build strong brands and drive sales. The final chapter features a collection of real-world case studies to demonstrate effective integrated marketing communication campaigns in practice. Based on the author's extensive experience in the advertising and marketing industry, Integrated Marketing in a Modern World is an exemplary resource for courses and programs in marketing.

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Mark McMullen has over 30 years of experience in the marketing and advertising industry, including positions with Leo Burnett Company, Inc., Catapult, List Partners, Inc., Ansira and The Integer Group, to name a few. He also served as Senior Vice President of Membership Growth and Marketing for the Knights of Columbus World Headquarters in New Haven, Connecticut. Mark is a partner at AAR Partners, Inc., a major advertising and marketing industry search consultancy. He is also an adjunct professor at the University of South Carolina and the University of Georgia.

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