Integrated Marketing Communication: A Balanced Approach - Softcover

Winchester, Maxwell; Ling, Peter; Stocchi, Lara; Lwin, May Oo; Shin, Wonsun

 
9780195596717: Integrated Marketing Communication: A Balanced Approach
Softcover
ISBN 10: 0195596714 ISBN 13: 9780195596717
Verlag: OUP Australia and New Zealand, 2019

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor


Maxwell Winchester, Senior Lecturer, Victoria University,Peter Ling, Associate Professor, RMIT University,Lara Stocchi, Senior Lecturer, Flinders University,May Oo.Lwin, Professor and Associate Dean, Nanyang Technological University,Wonsun Shin, Senior Lecturer, University of Melbourne,Hyunjin Kang, Assistant Professor, Nanyang Technological University

Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria University

Peter Ling - Associate Professor, School of Media and Communication, RMIT University

Dr. Lara Stocchi - Senior Lecturer in Marketing and Research Section Head, Business, Economics and Industry, Flinders University

May Oo. Lwin - Professor and Associate Dean, College of Humanities, Arts, & Social Sciences, Nanyang Technological University, Singapore

Dr. Hyunjin Kang - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne

Dr. Wonsun Shin - Assistant Professor, College of Humanities, Arts, & Social Sciences, Nanyang Technological University, Singapore

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Verlag
OUP Australia and New Zealand
Erscheinungsdatum
2019
Sprache
Englisch
ISBN 10 
0195596714
ISBN 13 
9780195596717
Einband
Taschenbuch
Anzahl der Seiten
544
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Penguin Random House Ireland Limited
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