Integrated Marketing Communication: A Balanced Approach

by Maxwell Winchester, Hyunjin Kang, Lara Stocchi, et al.

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Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.

Supported by case...

Format:Paperback

Language:English

ISBN:0195596714

ISBN13:9780195596717

Release Date:August 2019

Publisher:Oxford University Press, USA

Length:544 Pages

Weight:1.95 lbs.

Dimensions:0.7" x 8.1" x 9.8"

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Integrated Marketing Communication: A Balanced Approach

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