Integrated Marketing Communication - A balanced approach (Paperback)

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.

General

Imprint:	OUP Australia and New Zealand
Country of origin:	Australia
Release date:	April 2019
Authors:	Maxwell Winchester (Senior Lecturer) • Peter Ling (Visiting Fellow) • Lara Stocchi (Senior Lecturer) • May O. Lwin (Professor and Associate Dean) • Wonsun Shin (Senior Lecturer) • Hyunjin Kang (Assistant Professor)
Dimensions:	247 x 204 x 17mm (L x W x T)
Format:	Paperback
Pages:	544
ISBN-13:	978-0-19-559671-7
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Business & management > Business communication & presentation > General
LSN:	0-19-559671-4
Barcode:	9780195596717

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