The book deliberately does not cover principles and techniques of Integrated Marketing Communications (IMC) in detail since this topic is, in my judgment, peripheral rather than central to brand-building. The need for an IMC and “360-degree” perspective on brand-building tactics is mentioned and illustrated at several points in the book (e.g., Chapter 5, 7, etc.).
If you do want to read more about what IMC is and what some recent advances are about IMC, and possibly share this with your students, you might find this article (which appeared in the Journal of Marketing) to be of interest:
Batra, R.; Keller, K. L. (2016). “Integrating Marketing Communications: New Findings, New Lessons and New Ideas”. Journal of Marketing. 80 (6): 122–145. doi:10.1509/jm.15.0419.
A downloadable pdf copy of this article, for personal use only, can be found here:
bit.ly/3U1XU7F
"Building and Managing Strong Brands" Content Updates (Rajeev Batra) 