Principles of Integrated Marketing Communications: An Evidence-based Approach - Softcover

Ang, Lawrence

Softcover

ISBN 10: 1108703119 ISBN 13: 9781108703116

Verlag: Cambridge University Press, 2021

Inhaltsangabe

This book provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC).

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Über die Autorin bzw. den Autor

Prior to joining the Department of Marketing and Management in June 2007, Lawrence was a faculty member at the Macquarie Graduate School of Management (MGSM); and before that, he worked for many years as a senior marketing research consultant and manager. His current areas of research are competencies in customer relationship management, complaints handling, attention and creativity in advertising, neuromarketing and non-conscious effects of marketing stimuli, consumption and loyalty, social comparison, brand misconduct and product recall, brand valuation, personality and celebrity endorsement, materialism. Lawrence teaches in the area of marketing management, advertising and marketing research at undergraduate and postgraduate levels in Australia and overseas. He also contributes to executive training for various organisations. He consults in the area of advertising effectiveness and branding for various industries: fast-moving consumer goods, pharmaceuticals, telecommunications and finance.

Details zur Ausgabe

• Verlag: Cambridge University Press
• Erscheinungsdatum: 2021
• ISBN 10: 1108703119
• ISBN 13: 9781108703116
• Einband: Tapa blanda
• Sprache: Englisch
• Auflage: 2
• Anzahl der Seiten: 528
• Kontakt zum Hersteller: Nicht verfügbar