El. knyga: Integrated Marketing Communication: Creating Spaces for Engagement

Integrated Marketing Communication: Creating Spaces for Engagement expands IMC beyond its traditional business context. Communication students will welcome case studies of Starbucks fair trade work, Coca-Colas controversial 2014 Super Bowl ad, CVSs stop-smoking campaign, and crisis communication at the Red Cross, while graduate students and faculty will benefit from the connections these and other cases draw between theory and practice. -- Karen Russell, University of Georgia The word 'engagement' is invoked a lot in communication and marketing contexts, and it has unfortunately become a mere buzzword. These case studies and research perspectives transform engagement into full-bodied strategies and actions that move the needle with audiences and consumers served by companies, government or nonprofits. The editors and authors use the rich language of integrated marketing to build connections in many contexts and for many purposes, showing the real power of synthesis and collaborative communicative actions. -- Jacqueline Lambiase, Texas Christian University As the most recent contribution exemplifying the rhetorical turn in integrated marketing communication (IMC), this much-needed collection explores event planning, crisis communication, public relations, advertising, social media, branding, and promotions in diverse for-profit and not-for-profit IMC contexts. Through theoretically-informed case studies providing outstanding traction for application, the contributors to this project frame IMC as communicative praxis in a scholarly, accessible format. Persuit and McDowell Marinchak are to be commended for their fine work on the first volume in the new Integrated Marketing Communication series put out by Lexington Books. -- Janie Harden Fritz, Duquesne University