Integrated Marketing Communications for Sustainable Prosperity uses global case studies to teach students and professionals how to use Integrated Marketing Communications (IMC) as a force for positive change in the world and a tool for achieving sustainable prosperity for all.

This new textbook takes a fresh look at IMC in the context of contemporary global technological and geopolitical dynamics. Drawing on psychology, sociology, neurobiology, and philosophy, as well as state-of-the art marketing, management, and communication theories and empirical research results, this book explains how IMC shapes perceptions, influences attitudes and beliefs, and guides behaviours. Using case studies and examples from current affairs and global business news spanning a wide range of industries, this book describes how IMC can utilise physical, digital, mass, and personalised media for co-creating meaningful, relevant, and engaging content, maintaining conversations with stakeholders, and nurturing mutually beneficial relationships. It presents a new definition of IMC for the 21st century and demonstrates how IMC strategy can be applied to craft a
resilient positive reputation and increase brand equity.

This book will be essential reading for all students and professionals of marketing and communications.

Anna K. Zarkada is Professor of Integrated Marketing Communications in the Department of Communication and Marketing, Cyprus University of Technology.