Part One Introduction to Integrated Marketing Communications 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS 2 THE ROLE OF IMC IN THE MARKETING PROCESSPart Two Integrated Marketing Communications Program Situation Analysis 3 ORGANIZING FOR ADVERTISING AND PROMOTION: THE ROLE OF AD AGENCIES AND OTHER  MARKETING COMMUNICATION ORGANIZATIONS 4 PERSPECTIVES ON CONSUMER BEHAVIORPart Three Analyzing the Communication [...]