Integrated Marketing Communications (Paperback)

Integrated Marketing Communications 6th edition explores how to coordinate all of a brand’s marketing communications elements to effectively engage a target market. It also emphasises digital and interactive marketing, which are crucial components to a successful IMC campaign today. You’ll learn how organisations use IMC to achieve a competitive advantage and meet their marketing objectives, and examine marketing communications from both a consumer’s and marketer’s perspective.

Dr Edwina Luck is a Senior Lecturer within The School of Advertising, Marketing and Public Relations at QUT’s Business School. She has taught for over 20 years within Higher Education. Her research specialist areas include Consumer Behaviour, IMC, Marketing Education, Virtual Social Networks, Not for Profit, Generation Y and is published in these areas. She has attended many International conferences, been interviewed in local and state media and her opinion is sought in aspects of social media. She has participated in expert panels and been a keynote speaker at conferences, speaking on the topic of social media. Edwina has won two coveted QUT Vice Chancellor’s Awards for Excellence in Teaching, Innovation and Partnerships.

Dr Nigel Barker is an adjunct lecturer for The University of Adelaide and the Adelaide Graduate School of Business and regularly lectures for various graduate schools and universities throughout Australia and overseas. Nigel has taught a wide range of subjects including Strategic Marketing, International Marketing, Consumer Behaviour, Marketing Communications and Brand Management. Following his move from the UK in 1997 where Nigel held a range of marketing positions, he gained his Masters in Marketing from Charles Sturt University. Nigel now focuses most of his attention on academic lecturing and undertakes many classes for both The University of Adelaide and AGSB. Nigel also runs his own marketing consultancy and has undertaken projects for a range of Adelaide-based organisations as well as for various government institutions in conjunction with his lecturing commitments.

Dr Anne-Marie Sassenberg is a Lecturer in Marketing at the University of Southern Queensland in Brisbane, Australia. She holds a PhD in Sport Management from the University of Southern Queensland and has worked at universities in Australia and South Africa for more than 20 years. Anne-Marie has recently published in Sport Marketing Quarterly and the International Journal of Organisational Behaviour. Her current work is in the areas of sport brand image and sport sponsorship. Her teaching expertise includes consumer behaviour, promotion management, marketing management, marketing channels and global marketing.

Bill Chitty was a lecturer in marketing at the Murdoch Business School. He taught, and had a research interest in, marketing communications and services marketing. He co-authored several refereed conference papers that were presented at various academic conferences in Australia and overseas, and research papers that have been published in the Journal of Marketing Communication, the Journal of Internet Business Studies, Marketing Intelligence and Planning and Psychology and Marketing. He has also co-authored two other marketing texts – Marketing 3 and Services Marketing. Prior to joining Murdoch University in 1992, Bill was employed as a marketing manager in the telecommunications industry responsible for the marketing of network products.

Terence Shimp is a distinguished professor emeritus at the University of South Carolina, where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has been published widely in marketing, consumer behavior and advertising, and has received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.