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Integrated Marketing Communication

Maxwell Winchester • Peter Ling • Lara Stocchi • May O Lwin • Wonsun Shin

Pocket

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544 sidor
2019

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.

Författare: Maxwell Winchester, Peter Ling, Lara Stocchi, May O Lwin, Wonsun Shin
Format: Pocket/Paperback
ISBN: 9780195596717
Språk: Engelska
Antal sidor: 544
Utgivningsdatum: 2019-04-23
Förlag: Oxford University Press Australia