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Sinopsis
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.
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Acerca del autor
Prior to joining the Department of Marketing and Management in June 2007, Lawrence was a faculty member at the Macquarie Graduate School of Management (MGSM); and before that, he worked for many years as a senior marketing research consultant and manager. His current areas of research are competencies in customer relationship management, complaints handling, attention and creativity in advertising, neuromarketing and non-conscious effects of marketing stimuli, consumption and loyalty, social comparison, brand misconduct and product recall, brand valuation, personality and celebrity endorsement, materialism. Lawrence teaches in the area of marketing management, advertising and marketing research at undergraduate and postgraduate levels in Australia and overseas. He also contributes to executive training for various organisations. He consults in the area of advertising effectiveness and branding for various industries: fast-moving consumer goods, pharmaceuticals, telecommunications and finance.
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Principles of Integrated Marketing Communications
Publicado por
Cambridge University Press, 2021
ISBN 10: 1108703119
ISBN 13: 9781108703116
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Principles of Integrated Marketing Communications : An Evidence-Based Approach
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Cambridge University Press, 2021
ISBN 10: 1108703119
ISBN 13: 9781108703116
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Principles of Integrated Marketing Communications: An Evidence-based Approach
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Principles of Integrated Marketing Communications : An Evidence-Based Approach
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ISBN 13: 9781108703116
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Principles of Integrated Marketing Communications : An Evidence-Based Approach
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Principles of Integrated Marketing Communications : An Evidence-Based Approach
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Cambridge University Press, 2021
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ISBN 13: 9781108703116
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Principles of Integrated Marketing Communications
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Cambridge University Press, 2021
ISBN 10: 1108703119
ISBN 13: 9781108703116
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Principles of Integrated Marketing Communications (Paperback)
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Cambridge University Press, Cambridge, 2021
ISBN 10: 1108703119
ISBN 13: 9781108703116
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Paperback. Condición: new. Paperback. 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. This book provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It addresses essential concepts such as brand positioning, uncovering insights, media planning, social influence, advertising testing and campaign tracking. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Nº de ref. del artículo: 9781108703116
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Principles of Integrated Marketing Communications (Paperback)
Publicado por
Cambridge University Press, Cambridge, 2021
ISBN 10: 1108703119
ISBN 13: 9781108703116
Nuevo
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Librería: AussieBookSeller, Truganina, VIC, Australia
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: new. Paperback. 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. This book provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It addresses essential concepts such as brand positioning, uncovering insights, media planning, social influence, advertising testing and campaign tracking. Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. Nº de ref. del artículo: 9781108703116
Cantidad disponible: 1 disponibles
Imagen de archivo
Principles of Integrated Marketing Communications: An Evidence-based Approach
Librería: Revaluation Books, Exeter, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Brand New. 2nd edition. 528 pages. 10.04x7.56x0.91 inches. In Stock. Nº de ref. del artículo: x-1108703119
Cantidad disponible: 2 disponibles