Chapter | The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications | 1999

The Concept of Integrated Marketing Communications

by J. A. Deighton

Keywords: Marketing Communications; Integration;

Citation:

Deighton, J. A. "The Concept of Integrated Marketing Communications." In The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications, edited by John Philip Jones. Thousand Oaks, CA: Sage Publications, 1999.