Download or read book Introduction to Marketing Communication written by John Burnett and published by Pearson College Division. This book was released on 1998 with total page 659 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. *International examples acknowledge that integrated marketing communication exists and is practiced throughout a global community. *Real-world profiles of young executives describe a variety of jobs, career paths, and views on how to get ahead in marketing communication. *Each chapter contains an IMC in Action, IMC in Focus, and an Ethics Box.