Principles of Integrated Marketing Communications

Released on by Lawrence Ang
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  • Principles of Integrated Marketing Communications Book Detail

  • Author : Lawrence Ang
  • Release Date : 2021-02-23
  • Publisher : Cambridge University Press
  • Genre : Business & Economics
  • Pages : 529
  • ISBN 13 : 1108571514
  • File Size : 12,12 MB
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Principles of Integrated Marketing Communications by Lawrence Ang PDF Summary

Book Description: 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.

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