This book would help understand the various marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable brand relationships that build brands and create brand equity

• Chapter Opening cases demonstrate in concrete terms how IMC builds and manages the relationships that create brand value and brand equity.
• Box-text items in text demonstrate "IMC in Action," posing ethical dilemmas and spotlighting global concerns. These boxes provide numerous examples showing how IMC is used in consumer and Business-to-business (B2B) marketing, how IMC is used to sell goods and services, and develop non-profit causes.
• Significant end-of-chapter summary and application exercises for students to problem-solve IMC issues for a richer learning experience in putting IMC tools to work.