Description
Marketing Communication: An Integrated Approach by Ludi Koekemoer explores the evolving landscape of integrated marketing communication (IMC) in today’s digital age. The book examines how digital media, new technologies, and changing consumer behaviour have transformed the tools, strategies, and demands of persuasive communication.
This textbook not only covers traditional marketing communication tools but also offers insight into alternative and unconventional strategies, highlighting how disruptive tactics have become part of everyday life. With a focus on both theory and practical application, it provides students, marketers, and communication professionals with a comprehensive understanding of IMC’s past, present, and future.
Ideal for anyone studying or working in marketing and communications, Marketing Communication: An Integrated Approach is a detailed guide to creating effective, modern marketing campaigns.
