Principles of Integrated Marketing Communications: An Evidence-Based Approach (Paperback) (ISBN-13: 9781108703116)

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.

Author: Lawrence Ang
ISBN-10: 1108703119
ISBN-13: 9781108703116
Publisher: Cambridge University Press
Language: English
Published: 02/23/2021
Pages: 476
Format: Paperback
Weight: 2.30lbs
Size: 10.00h x 7.70w x 0.80d