Dimensions of Integrated Marketing Communication. Effective Brand Communication and core value projection in the new age of media fragmentation, competition and clutter

      Аннотация: This book is written in a lucid style and supported by extensive research. This book provides deep conceptual and theoretical perspective on planning and executing integrated marketing communication. The various promotional tools and their impact on brand equity have been analyzed using modern methods and softwares in contemporary research. Researchers,academicians and practitioners can also look into the messages of communication process in IMC, both the creative part and its impact.Structural equation modeling has been adopted to prove and generalize the theory.

Ключевые слова: Branding, Integrated Marketing Communication