A balanced approach text ilu Oxford University Press 2019 1993 monographic eng

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544 p. : ill. ; 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. Maxwell Winchester (Author), Peter Ling (Author), Lara Stocchi (Author), May Oo.Lwin (Author), Wonsun Shin (Author), Hyunjin Kang (Author) Includes index. Communication in marketing Integrated Marketing Communication A balanced approach Integrated Marketing Communication HF5415 .W56 2019 658.8/02 9780195596717 9780195596717 91044518 DLC 911119 20260406113223.0 600051