Integrated Marketing Communication: A balanced approach

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Maxwell Winchester (Senior Lecturer, Senior Lecturer, Victoria University, Australia) Peter Ling (Visiting Fellow, Visiting Fellow, Nanyang Technological University, Singapore)

Integrated Marketing Communication

A balanced approach

Maxwell Winchester (Senior Lecturer, Senior Lecturer, Victoria University, Australia), Peter Ling (Visiting Fellow, Visiting Fellow, Nanyang Technological University, Singapore), Lara Stocchi (Senior Lecturer, Senior Lecturer, Flinders University, Australia) , May O.Lwin (Professor and Associate Dean, Professor and Associate Dean, Nanyang Technological University, Singapore)

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English

OUP Australia and New Zealand
23 April 2019

Business communication & presentation; Sales & marketing

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. With expert commentary supported by contemporary case studies, this text explores communication theory, strategy and planning, and develops your understanding of consumer behaviour. Equipped with this knowledge, you will learn how you can balance IMC strategies with marketing needs in order to change attitudes and reinforce behaviours in customers. KEY FEATURESCritically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertisingFocuses on the application of IMC theory to a broader marketing approachRevision questions encourage reflective learning and further develop understandingPractitioner profiles provide career and industry insightsCase studies and ‘IMC in Action’ boxes provide real-world examplesSuggested readings and key terms throughout support further learning.

By: Maxwell Winchester (Senior Lecturer Senior Lecturer Victoria University Australia), Peter Ling (Visiting Fellow, Visiting Fellow, Nanyang Technological University, Singapore), Lara Stocchi (Senior Lecturer, Senior Lecturer, Flinders University, Australia), May O.Lwin (Professor and Associate Dean, Professor and Associate Dean, Nanyang Technological University, Singapore), Wonsun Shin (Senior Lecturer, Senior Lecturer, University of Melbourne, Australia)
Imprint: OUP Australia and New Zealand
Country of Publication: Australia
Dimensions: Height: 247mm, Width: 204mm, Spine: 17mm
Weight: 842g
ISBN: 9780195596717
ISBN 10: 0195596714
Pages: 544
Publication Date: 23 April 2019
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Introduction to IMC and Communication Models and ProcessesMarketing Communication and Consumer BehaviourMarketing Communication Strategy and PlanningPositioning ObjectivesAdvertisingPublic RelationsDirect MarketingSales PromotionsElectronic and Social Media (ESM)Media DecisionsResponsible Marketing Communication

Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria University Peter Ling - Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore Dr. Lara Stocchi - Senior Lecturer in Marketing, College of Business, Government, and Law , Flinders University May O. Lwin - Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, Singapore Dr. Wonsun Shin - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne Hyunjin Kang - Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore

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Integrated Marketing Communication

A balanced approach

$129.95

Paperback

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