Publisher's Synopsis
Some of the world's most respected marketing and advertising professors combined their talents to create the 12 fresh and relevant cases in this Integrated Marketing Communications text. The cases subjects include some of the world's most dynamic marketing organizations such as Peloton, NASCAR, Gibson Guitar, and Seabourn Cruise Line. It also introduces some fascinating lesser-known organizations such as Agaati and Mike's Bike Tours. This book is ideal for courses in marketing, advertising, integrated marketing communications, and communications at both the undergraduate and graduate levels. The cases also are excellent for use by seminar companies and for internal marketing training. A comprehensive set of Teaching Notes is available upon request from the editors.
