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Integrated Marketing Communication: A Balanced Approach

Winchester, Maxwell

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Paperback

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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.

Accessories:

No Accessory

Publisher

OXFORD UNIV PR

Bisac Major Subject

Medical

Bisac Minor Subject

General

Binding Type

Paperback

Country Of Origin

Number Of Units

Length

9.8 Inches

Barcode Indicator

EAN

Width

8.1 Inches

Publication Date

1970-01-01

Height

0.7 Inches

ISBN 10

0195596714

Weight

1.95 Pounds

Book EAN

9780195596717

Target Audiance

Adults

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Integrated Marketing Communication: A Balanced Approach