Integrated Marketing Communication :  A balanced approach / 
Maxwell Winchester (Author), Peter Ling (Author), Lara Stocchi (Author), May Oo.Lwin (Author), Wonsun Shin (Author), Hyunjin Kang (Author) 
 -  Oxford University Press  2019 
 - 544 p. :  ill. ; 
<br/><br/> Includes index. 
<br/><br/> 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.<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780195596717 9780195596717 
<br/><br/><label>LCCN: </label>91044518  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.--Integrated Marketing Communication--A balanced approach--Integrated Marketing Communication
<br/><br/><label>LC Class. No.: </label>HF5415 .W56 2019 
<br/><br/><label>Dewey Class. No.: </label>658.8/02