Integrated Marketing Communication : Maxwell Winchester (Author), Peter Ling (Author), Lara Stocchi (Author), May Oo.Lwin (Author), Wonsun Shin (Author), Hyunjin Kang (Author) A balanced approach /
Material type:
TextPublisher: Oxford University Press 2019Description: 544 p. : illContent type: text Media type: unmediated Carrier type: volumeISBN: 9780195596717; 9780195596717Subject(s): Communication in marketing. -- Integrated Marketing Communication -- A balanced approach -- Integrated Marketing CommunicationDDC classification: 658.8/02 LOC classification: HF5415 .W56 2019Summary: Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.
Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection, Integrated Marketing Communication critically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories.
| Item type | Current library | Call number | Status | Date due | Barcode |
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Books
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Main Library | HF5415 .W56 2019 (Browse shelf (Opens below)) | Available | 51952000271352 | |
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Books
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Main Library | HF5415 .W56 2019 (Browse shelf (Opens below)) | Available | 51952000271369 |
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| HF5415 .K683 2017 Marketing 4.0 : moving from traditional to digital / | HF5415 .S775 2017 Artificial intelligence for marketing : practical applications / | HF5415 .S775 2017 Artificial intelligence for marketing : practical applications / | HF5415 .W56 2019 Integrated Marketing Communication : A balanced approach / | HF5415 .W56 2019 Integrated Marketing Communication : A balanced approach / | HF5415.1255 .L35 2021 Strategic brand management and development : creating and marketing successful brands / | HF5415.1255 .L35 2021 Strategic brand management and development : creating and marketing successful brands / |
Includes index.
Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.
Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection, Integrated Marketing Communication critically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories.
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