Integrated Marketing Communication
A balanced approach
Published on 24. April 2019
Book
Paperback/Softback
544 pages
978-0-19-559671-7 (ISBN)
Description
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.
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.
More details
Language
English
Place of publication
Melbourne
Australia
Publishing group
Oxford University Press Australia
Target group
College/higher education
Illustrations
No
Dimensions
Height: 247 mm
Width: 204 mm
Thickness: 17 mm
Weight
842 gr
ISBN-13
978-0-19-559671-7 (9780195596717)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria University
Peter Ling - Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore
Dr. Lara Stocchi - Senior Lecturer in Marketing, College of Business, Government, and Law , Flinders University
May O. Lwin - Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, Singapore
Dr. Wonsun Shin - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne
Hyunjin Kang - Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore
Peter Ling - Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore
Dr. Lara Stocchi - Senior Lecturer in Marketing, College of Business, Government, and Law , Flinders University
May O. Lwin - Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, Singapore
Dr. Wonsun Shin - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne
Hyunjin Kang - Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore
Author
Senior LecturerSenior Lecturer, Victoria University, Australia
Visiting FellowVisiting Fellow, Nanyang Technological University, Singapore
Senior LecturerSenior Lecturer, Flinders University, Australia
Professor and Associate DeanProfessor and Associate Dean, Nanyang Technological University, Singapore
Senior LecturerSenior Lecturer, University of Melbourne, Australia
Assistant ProfessorAssistant Professor, Nanyang Technological University, Singapore
Content
Introduction to IMC and Communication Models and Processes Marketing Communication and Consumer Behaviour Marketing Communication Strategy and Planning Positioning Objectives Advertising Public Relations Direct Marketing Sales Promotions Electronic and Social Media (ESM) Media Decisions Responsible Marketing Communication