Integrated Marketing Communication

Jeanne M. Persuit is associate professor in the Department of Communication Studies at the University of North Carolina Wilmington.Christina L. McDowell Marinchak is assistant professor in the Management and Marketing Department at the University of Alaska Anchorage.

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-Cola’s controversial 2014 Super Bowl ad, CVS’s 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.

• ContentsAcknowledgmentsIntroductionChapter 1: Engaged Communicative Consumption: How IMC Campaigns Generate a Space for Civic ConversationBy Christina L. McDowell Marinchak and Jill K. BurkChapter 2: Integrated Marketing Communication and Customer Engagement: "It's Beautiful"By Daniel U. AssmusChapter 3: Integrated Marketing Communication and Event Planning: An Academic Conference in the Charm CityBy Leeanne M. Bell McManus and Chip RouseChapter 4: Integrated Marketing Communication and Goods as Toys: Marketing Childhood to Adults By Paul A. LucasChapter 5: Integrated Marketing Communication and Public Relations: Epideictic Rhetoric, kairos, and Ireland’s Vote Yes CampaignBy Jeanne M. PersuitChapter 6: Integrated Marketing Communication and Social Media: “Coordinated Management of Meaning” and EntrepreneurshipBy Cassandra Vinhateiro and Vernon E. CronenChapter 7: Integrated Marketing Communication and Public Health Campaigns: Let’s Quit TogetherBy Kelli L. Fel