Includes bibliographical references (pages 456-460) and index.

Contents: 1. The IMC foundation: Integrated marketing communications -- Brand management -- Buyer behaviors -- The IMC planning process -- 2. IMC advertising tools: Advertising campaign management -- Advertising design -- Traditional media channels -- 3. Digital and alternative marketing: Digital marketing -- Social media -- Alternative marketing -- 4. IMC promotional tools: Database and direct response marketing and personal selling -- Sales promotions -- Public relations and sponsorship programs -- 5. IMC ethics, regulation and evaluation: Regulations and ethical concerns -- Evaluating an integrated marketing program --