TY  - BOOK
AU  - Ang,Lawrence
TI  - Principles of integrated marketing communications : : an evidence-based approach / 
SN  - 9781108703116
U1  - 658.802 23
PY  - 2021///
CY  - Cambridge, United Kingdom ; New York, NY : 
PB  - Cambridge University Press
KW  - Communication in marketing
KW  - Marketing
KW  - Technological innovations
N1  - Previous edition: Port Melbourne, Vic.: Cambridge University Press, 2014; Includes bibliographical references and index
N2  - "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
ER  -