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Principles of Integrated Marketing Communications

By Lawrence Ang

Principles of Integrated Marketing Communications Law

Principles of Integrated Marketing Communications

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Description
Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.
Product details
Binding:
Paperback
Edition:
2
Number of Pages:
528
Release Date:
2021-07-01
Publication Date:
2021-07-01
Publisher:
Cambridge University Press
Languages:
Original: English
ISBN10:
1108703119
ISBN13:
9781108703116
GPSR Manufacturer Reference:
[email protected]
Weight:
1313 g
Height:
216 cm
Width:
280 cm
Thickness:
28 cm
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