2018 ISBN 9780170386517Edition
AU / NZ
Published: 2017 by
Cengage Learning Australia
Available for purchase on CengageBrain.com
Available formats and resources for instructors
Integrated Marketing Communications (Print)
Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today.
Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand’s marketing communications elements to effectively engage the target market.
Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer’s, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today.
Each new copy of the text also offers 12 month access to a wealth of student online revision and learning tools: CourseMate Express + Search me! Marketing. Unique to the text is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.
eBook: Integrated Marketing Communications
This eBook is provided in VitalSource format. It is accessible on and offline on Mac, PC, Android & iOS.
Teaching supplements and resources are also available as a companion to this title.
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