Integrated Marketing Communication

As the world changes, so does the consumer. And, our marketing practices and theories must change accordingly as well.

You, just like every other consumer, are attached to your mobile device and have your eyes glued to them. Traditional advertising is not the king anymore. Every time a person is in front of a TV, most likely they would also will be in front of a second screen.

Before every buying decision that you make, you are sure to check out the reviews. Social networks and the influence of peers are an integral part of the new journey that customers embark on.

Now, we can target our customers with more precision than ever before. We can listen to their discussions, know their interests, and retarget them after they visit us.

The marketing theory has evolved into a new service-dominant logic, where the understanding of the co-created value is fundamental. Integrated Marketing Communication: Strategy, Brand Experience, and Touchpoints recognises all these changes and the impacts on the field of Integrated Marketing Communication (IMC). Grounded on the lasting research from academia, consulting and technology companies, in addition to the author's own professional experience as a consultant for more than 12 years—including leading a presidential marketing campaign in South America— this textbook presents a practical approach to IMC that guides students on how to make IMC-informed strategic decisions, design a brand experience, and map and choose the right mix of customer touchpoints.