Integrated Marketing Communication
A balanced approach
Häftad, Engelska, 2019
Av Maxwell Winchester, Peter Ling, Lara Stocchi, May O.Lwin, Wonsun Shin, Hyunjin Kang, Australia) Winchester, Maxwell (Senior Lecturer, Senior Lecturer, Victoria University, Singapore) Ling, Peter (Visiting Fellow, Visiting Fellow, Nanyang Technological University, Australia) Stocchi, Lara (Senior Lecturer, Senior Lecturer, Flinders University, Singapore) O.Lwin, May (Professor and Associate Dean, Professor and Associate Dean, Nanyang Technological University, Australia) Shin, Wonsun (Senior Lecturer, Senior Lecturer, University of Melbourne, Singapore) Kang, Hyunjin (Assistant Professor, Assistant Professor, Nanyang Technological University
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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