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Integrated Marketing Communication: A balanced approach

Winchester, Maxwell Ling, Peter Stocchi, Lara O.Lwin, May Shin, Wonsun Kang, Hyunjin

9780195596717 - Integrated Marketing Communication: A balanced approach
2e hands

Artikelomschrijving

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.

Specificaties

Auteur Winchester, Maxwell Ling, Peter Stocchi, Lara O.Lwin, May Shin, Wonsun Kang, Hyunjin
ISBN/EAN 9780195596717
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Artikelomschrijving

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.

Specificaties

Auteur Winchester, Maxwell Ling, Peter Stocchi, Lara O.Lwin, May Shin, Wonsun Kang, Hyunjin
ISBN/EAN 9780195596717