Kang Seung-gu et al.: Integrated Marketing Communication (2nd semester of 2026, workbook included)

Modern marketing is changing its function. If the old corporate communications has been focused on media advertising, now various means of communication are used, such as SMS, 78, applications, sales and concerts. This view of the United Market Communications has led to a rapid growth in various communication areas and an attempt to combine advertising with the media. The book will be able to develop marketing expertise by learning about the various success stories of it, how it works in each medium, and how it applies in a global market, based on understanding of its theoretical background. The general point of the IMC is to integrate and coordinate various communications plans, thus creating a longer and systematic approach to consumer behavior and synergy. Students and readers in general, who study this book, want to understand the principles of corporate communication, sales growth and sales promotion, and learn and learn how companies can further integrate, combine and fuse marketing tools.

Korean title: 통합마케팅커뮤니케이션 (26-2학기,워크북포함)

Korean author: 강승구 외

Korean publisher: 한국방송통신대학교출판문화원

ISBN-13: 9788920046193