A comprehensive survey of the fast-growing field of Integrated Marketing Communications, the new discipline that merges the fields of advertising, marketing, direct marketing, and marketing communications. All of the readings and cases in this new edition have been totally updated. One-third of them are new to this edition.
J. Steven Kelly is professor of marketing at De Paul University and codirector of the Casewriters Workshop of DMEF Direct Marketing Research Summit. Susan K. Jones is professor of marketing at Ferris State University and co-director of Casewriters Workshop of DMEF Research Summit.