Principles of Integrated Marketing Communications (eBook)

An Evidence-based Approach

Lawrence Ang (Autor)

eBook Download: EPUB

2021
Cambridge University Press (Verlag)
978-1-108-57151-7 (ISBN)

Infos

Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.

Produkt-Details

• Erscheint lt. Verlag: 10.6.2021
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 1-108-57151-4 / 1108571514
• ISBN-13: 978-1-108-57151-7 / 9781108571517