Integrated Marketing Communications - A Global Brand-Driven Approach (Paperback, 2nd ed. 2022)

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Release date:	2022
First published:	2022
Authors:	Philip J. Kitchen • Marwa E. Tourky
Dimensions:	235 x 155 x 29mm (L x W x T)
Format:	Paperback
Pages:	374
Edition:	2nd ed. 2022
ISBN-13:	978-3-03-076415-9
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	3-03-076415-X
Barcode:	9783030764159

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