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Integrated Marketing Communication

A balanced approach

Language EnglishEnglish
Book Paperback
Book Integrated Marketing Communication Winchester
Libristo code: 21325058
Publishers Oxford University Press Australia, April 2019
Integrated Marketing Communication introduces students to the principles and practice of integrated... Full description
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49 692 Ft
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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.

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About the book

Full name Integrated Marketing Communication
Author Winchester, Maxwell (Senior Lecturer, Victoria University), Ling, Peter (Associate Professor, RMIT University), Stocchi, Lara (Senior Lecturer, Flinders University), Oo.Lwin, May (Professor and Associate
Language English
Binding Book - Paperback
Date of issue 2019
Number of pages 544
EAN 9780195596717
ISBN 0195596714
Libristo code 21325058
Publishers Oxford University Press Australia
Weight 842
Dimensions 204 x 247 x 17

Categories

Economics, Finance, Business & Management > Business & Management > Business communication & presentation
Economics, Finance, Business & Management > Business & Management > Sales & marketing
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