Integrated Marketing Communication: A Balanced Approach
| By: | Winchester,Maxwell; Ling, Peter; Stocchi, Lara; O. Lwin, May; Shin, Wonsun; Kang, Hyunjin Kang |
| Publisher: | Oxford University Press Australia & New Zealand |
| Print ISBN: | 9780195596717 |
| eText ISBN: | 9780195596724 |
| Edition: | 0 |
| Copyright: | 2019 |
| Format: | Reflowable |
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Table of Contents
Integrated Marketing Communication: A Balanced Approach is your guide to integrated marketing communication (IMC), introducing you to the principles that underpin its practice. This text considers the different theories of how IMC works, taking the empirical evidence available into account, and illustrating its real-world application with relevant industry examples.