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Principles of integrated marketing communications : an evidence-based approach , Lawrence Ang

Cambridge, United Kingdom New York, NY : Cambridge University Press , 2021

1 vol. (xx, 507 p.) : ill. ; 26 cm

978-1-108-70311-6

Bibliogr. Index

"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."--Site de l'éditeur

Communication in marketing

Communication en marketing

Marketing -- Innovations technologiques

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