Readings & Cases in Integrated Marketing Communications

This book includes readings by 12 leading academics and practitioners in advertising and marketing communications including Don Schultz, David Shepard,Victor Hunter, Ruth P. Stevens, and Goutam Chakraborty. These articles were specially commissioned for this book.

These articles are followed by 25 cases covering the broad range of marketing communications, including business-to-business, business-to-consumer, not-for-profits. Cases were developed from the DePaul University Casewriters Workshop.