Principles of Integrated Marketing Communications: An Evidence-based Approach - Image 1

£75.60

Cambridge University Press Principles of Integrated Marketing Communications: An Evidence-based Approach

Name: Principles of Integrated Marketing Communications: An Evidence-based Approach
Brand: Cambridge University Press
Price: 68.43 GBP
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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.

Product Specifications

Brand: Cambridge University Press
Format: paperback
ASIN: 1108703119
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 01 July 2021
Listed Since: 04 June 2020

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Cambridge University Press Principles of Integrated Marketing Communications: An Evidence-based Approach

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