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Principles of Integrated Marketing Communications
- An Evidence-based Approach
Engelsk Paperback
Principles of Integrated Marketing Communications
- An Evidence-based Approach
Engelsk Paperback

859 kr
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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.
Product detaljer
Sprog:
Engelsk
Sider:
476
ISBN-13:
9781108703116
Indbinding:
Paperback
Udgave:
ISBN-10:
1108703119
Kategori:
Udg. Dato:
23 feb 2021
Længde:
24mm
Bredde:
255mm
Højde:
198mm
Forlag:
Cambridge University Press
Oplagsdato:
23 feb 2021
Forfatter(e):
Kategori sammenhænge