Integrated Marketing Communications

• Author(s): Cengage Learning Australia, William Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A. Shimp,
• Publisher: Cengage Learning
• Pages: 478
• ISBN_10: 0170270858
  ISBN_13: 9780170270854
  
• Language: en

Description:... Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 4th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up to date theories and practice, the text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketin.