Principles of integrated marketing communications : an evidence-based approach / Lawrence Ang.
Material type: TextPublisher: Cambridge, United Kingdom ; New York, NY : Cambridge University Press, 2021Edition: Second editionDescription: xx, 507 pages : $b illustrations (some color) ; 26 cmContent type:- text
- unmediated
- volume
- 9781108703116
- 23 658.802 AN.P 2021
Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Books | The Knowledge Hub Library | Business | 658.802 AN.P 2021 (Browse shelf(Opens below)) | Available | 210894 | ||
Books | The Knowledge Hub Library | Business | 658.802 AN.P 2021 (Browse shelf(Opens below)) | Available | 210895 | ||
Books | The Knowledge Hub Library | Business | 658.802 AN.P 2021 (Browse shelf(Opens below)) | Available | 210896 | ||
Books | The Knowledge Hub Library | Business | 658.802 AN.P 2021 (Browse shelf(Opens below)) | Available | 210897 | ||
Books | The Knowledge Hub Library | Business | 658.802 AN.P 2021 (Browse shelf(Opens below)) | Available | 210898 |
Browsing The Knowledge Hub Library shelves, Collection: Business Close shelf browser (Hides shelf browser)
658.8 KO.P 2018 Principles of marketing / | 658.8 KO.P 2018 Principles of marketing / | 658.802 AN.P 2021 Principles of integrated marketing communications : | 658.802 AN.P 2021 Principles of integrated marketing communications : | 658.802 AN.P 2021 Principles of integrated marketing communications : | 658.802 AN.P 2021 Principles of integrated marketing communications : | 658.802 AN.P 2021 Principles of integrated marketing communications : |
Previous edition: Port Melbourne, Vic.: Cambridge University Press, 2014.
Includes bibliographical references and index.
"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."--Publisher's website.
There are no comments on this title.