We now live in the era of marketing, which is a science that has imposed itself in recent times and has witnessed many changes at the economic, social and technological levels, the most important of which are globalization and the liberalization of global trade, which has made marketing an inevitable necessity to confront the fierce competition in the markets. Marketing is a renewed science and has many innovations, the most important of which is the concept of integrated marketing communications, which this book deals with.And this book:• Define marketing and its importance to enterprises and societies, its traditional and modern concept, and other concepts related to it.• Explains the concept of integrated marketing communications, its dimensions, factors affecting it, its importance, functions, benefits, rules of use, and determinants.• This book covers all elements of integrated marketing communications, such as advertising, public relations, personal selling, sales promotion, direct marketing, e-marketing, customer service, and others.