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Principles of Integrated Marketing Communications

Langue : Anglais

Auteur :

Couverture de l’ouvrage Principles of Integrated Marketing Communications
Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: • Covers the latest concepts and tools in marketing and communications • Presents topics in light of their underlying theories and principles • Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at
1. Communications barriers and planning the Integrated Marketing Communications (IMC); 2. Principles of generating insights; 3. Principles of brand positioning; 4. Principles of media planning and budgeting in advertising; 5. Traditional and digital media; 6. Principles of advertising creativity; 7. Planning and executing the creative appeal; 8. Principles of social influence; 9. Principles of using public relations, corporate reputation and sponsorship; 10. Principles of influence in personal selling; 11. Principles of direct marketing and sales promotion; 12. Principles of advertising: pretesting and campaign tracking; 13. An integrative review.
Lawrence Ang is Associate Professor in Marketing at Macquarie University, Australia. 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.

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Ouvrage de 400 p.

19x25.5 cm

Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).

119,62 €

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