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Principles of Integrated Marketing Communications: An Evidence-based Approach (2nd Edition)
| Published | 23/02/2021 |
| Edition Info | 2nd Edition - 9781108703116 |
| Published In | United Kingdom |
| Publisher | Cambridge University Press |
| Pages | 476 |
| Size (mm) | h247 x w174 |
| Blurb | 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. |
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