Integrated Marketing Communications
- ISBN-10
- 0170270858
- ISBN-13
- 9780170270854
- Series
- Integrated Marketing Communications
- Category
- Communication in marketing
- Pages
- 504
- Language
- English
- Published
- 2014
- Authors
- Cengage Learning Australia, William Chitty, Nigel Barker
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.
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