Integrated marketing communication offers a comprehensive discussion of the fundamental components of the marketing communication mix and emphasises the importance of utilising these techniques in a unified way. All elements are studied practically and holistically. Digital communication is also explored, featuring current South African case studies, examples and review questions.

Contents include the following:

• Setting the scene
• Integrated marketing communication planning
• Advertising
• Media management
• Personal selling: a relational approach
• Sales promotion
• Public relations and publicity
• Sponsorship
• Direct marketing
• Digital communication