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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.
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