Integrated Marketing Communication

A balanced approach

Peter Ling author Maxwell Winchester author Lara Stocchi author May OLwin author Wonsun Shin author Hyunjin Kang author

Format:Paperback

Publisher:Oxford University Press Australia

Published:16th Jun '19

Currently unavailable, and unfortunately no date known when it will be back

Integrated Marketing Communication cover

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.

ISBN: 9780195596717

Dimensions: 247mm x 204mm x 17mm

Weight: 842g

544 pages