000			02184nam a22002777a 4500
999			_c1037 _d1037
005			20211213095856.0
008			211213s2021 enk|||| |||| 001 0 eng d
020			_a9781108703116 _qpaperback
040			_aEG-CaTKH _beng _cEG-CaTKH _erda
082	0	4	_223 _a658.802 _bAN.P 2021
100	1		_aAng, Lawrence, _eauthor.
245	1	0	_aPrinciples of integrated marketing communications : _ban evidence-based approach / _cLawrence Ang.
250			_aSecond edition.
264		1	_aCambridge, United Kingdom ; New York, NY : _bCambridge University Press, _c2021.
300			_axx, 507 pages : _b$b illustrations (some color) ; _c26 cm
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
500			_aPrevious edition: Port Melbourne, Vic.: Cambridge University Press, 2014.
504			_aIncludes bibliographical references and index.
520			_a"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.
650		0	_aCommunication in marketing.
650		0	_aMarketing _xTechnological innovations.
942			_2ddc _cBK
998			_ahuda.mahmoud _bP _d20211213