01711pam a2200253 a 450000100070000000500170000700800410002401000170006502000180008202000180010003500110011804000180012905000210014708200170016824502050018526000340039030000210042433600260044533700280047133800270049950000200052652007500054665001610129660005120260406113223.0911119s1993    ilua          001 0 eng    a   91044518   a9780195596717  a9780195596717  a600051  aDLCcDLCdDLC00aHF5415 .W56 201900a658.8/0222010aIntegrated Marketing Communication :c Maxwell Winchester (Author), Peter Ling (Author), Lara Stocchi (Author), May Oo.Lwin (Author), Wonsun Shin (Author), Hyunjin Kang (Author)bA balanced approach /  bOxford University Pressc2019  a544 p. :bill. ;  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aIncludes index.  aIntegrated 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. 0aCommunication in marketing.2Integrated Marketing CommunicationvIntegrated Marketing CommunicationyA balanced approachzIntegrated Marketing Communication