02012pam a2200313 a 4500 600051 20260406113223.0 911119s1993 ilua 001 0 eng 91044518 9780195596717 9780195596717 600051 DLC DLC DLC HF5415 .W56 2019 658.8/02 20 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 / Oxford University Press 2019 544 p. : ill. ; text txt rdacontent unmediated n rdamedia volume nc rdacarrier 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. Communication in marketing. Integrated Marketing Communication Integrated Marketing Communication A balanced approach Integrated Marketing Communication 7 cbc orignew 1 ocip 19 y-gencatlg lcc BOOK 13013 13013 0 0 lcc 0 0 MAIN MAIN 2026-04-06 0 HF5415 .W56 2019 51952000271352 2026-04-06 2026-04-06 BOOK 0 0 lcc 0 0 MAIN MAIN 2026-04-06 0 HF5415 .W56 2019 51952000271369 2026-04-06 2026-04-06 BOOK