In the last quarter of 2012 the manual "Fundamentals of integrated communications” written by Anna B. Cherednyakova, Associate Professor of Marketing Communication Department of Trade and Economics Faculty, Cand. Sc. (Education), was published.
This manual is meant for those students who chose the sphere of advertising and public relations as their future career. Also the manual will be useful for businessmen and practitioners who deal with advertising and PR-technologies during their business activities and are interested in promoting their products.
This publication touches upon the most contemporary concepts of integrated marketing communications, gives many details concerning the most relevant means of communicative impact on consumers of goods and services, studies the peculiarities of prospective internet promotion and e-business which are so popular nowadays. The manual is of particular interest due to the fact that the author has included in its content a number of innovative methods of products and services promotion.
The textbook is very valuable as its material provides not only general information within the basic areas of integrated system of products and services promotion but also includes a number of interesting examples, practical tasks, cases from advertising practice and study cases.
It should be pointed out that Anna Borisovna has just started her work on the series of educational materials concerning the contemporary integrated marketing communications. The author plans to continue the work and publish the 2nd part of the manual. It will be devoted to the special chapters of marketing, particularly, the personalized marketing communications.