Screen LibraryPrinciples of integrated marketing communications : an evidence-based approach /
"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 practice...
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| Main Authors: | |
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| Published: |
Cambridge University Press,
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| Publisher Address: | Cambridge, United Kingdom : |
| Publication Dates: | 2021. |
| Literature type: | Book |
| Language: | English |
| Edition: | Second edition. |
| Subjects: | |
| Summary: |
"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."--Publisher's website. |
| Item Description: | Previous edition: Port Melbourne, Vic.: Cambridge University Press, 2014. |
| Carrier Form: | xx, 507 pages : illustrations (some color), forms ; 26 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9781108703116 (paperback) : 1108703119 (paperback) |
| Index Number: | HF5415 |
| CLC: | F713.5 |
| Call Number: | F713.5/A581/2nd ed. |