The IMC Case Book: Cases in Integrated Marketing Communications - Softcover

More than 20 of the world's most respected marketing and advertising professors combined their talents to create the 14 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 Kentucky Speedway, U.S.S. Midway, Washington Redskins, and Williamsburg Tourism. It also introduces some fascinating lesser-known organizations such as BowTie Cause, HABLAME Mobile and You Brew. 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 Midwest Marketing Education Foundation.

Dr. J. Steven Kelly is the Director of DePaul’s Interactive Marketing Institute and an Associate Professor of Marketing at DePaul. He spearheaded the development of the Workshop with funding and direction from the Chicago Association of Direct Marketing Educational Foundation (now the Midwest Marketing Education Foundation), the Direct Marketing Educational Foundation (now Marketing Edge), and Jacobs & Clevenger. These organizations have supported the Workshop because of the strong and demonstrated need among professors and students for timely, authoritative and meaty cases focused on direct marketing, interactive marketing, advertising, sales promotion and public relations. As a former educator/trustee of the Direct Marketing Educational Foundation, former chair of the Chicago Association of Direct Marketing Educational Foundation, and current Midwest Marketing Education Foundation trustee, Marketing Professor Susan K. Jones of Ferris State University joined forces with Dr. Kelly in 2002 to help nurture case creation and prepare the cases for publication.