Integrated Marketing Communication

A balanced approach

Häftad, Engelska, 2019

AvMaxwell Winchester,Peter Ling,Lara Stocchi,May O.Lwin,Wonsun Shin,Hyunjin Kang

1 729 kr

Beställningsvara. Skickas inom 5-8 vardagar. Fri frakt för medlemmar vid köp för minst 249 kr.

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.

Produktinformation

Utgivningsdatum2019-06-16
Mått204 x 247 x 16 mm
Vikt842 g
FormatHäftad
SpråkEngelska
Antal sidor544
FörlagOUP Australia & New Zealand
ISBN9780195596717

Tillhör följande kategorier

Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria UniversityPeter Ling - Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, SingaporeDr. Lara Stocchi - Senior Lecturer in Marketing, College of Business, Government, and Law , Flinders UniversityMay O. Lwin - Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, SingaporeDr. Wonsun Shin - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of MelbourneHyunjin Kang - Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore