Skip to main content Accessibility help
Internet Explorer 11 is being discontinued by Microsoft in August 2021. If you have difficulties viewing the site on Internet Explorer 11 we recommend using a different browser such as Microsoft Edge, Google Chrome, Apple Safari or Mozilla Firefox.
> Principles of Integrated Marketing Communications

Principles of Integrated Marketing Communications

An Evidence-based Approach


Lawrence Ang, Macquarie University, Sydney


Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes:…

  • Get access
  • Add bookmark
  • Cite
  • Share

Key features

  • Short, clear and engaging with an array of Australian, Asian and European case studies
  • Coherent framework with emphasis on solving business issues using IMC
  • Research-based providing a step-by-step guide on how to develop an effective IMC plan
  • Uses various research techniques to uncover consumer insights, how to create social influence using social media and how to use neuro-marketing to pre-test ads

About the book

Access options

Review the options below to login to check your access.

Purchase options

There are no purchase options available for this title.

Have an access code?

To redeem an access code, please log in with your personal login.

If you believe you should have access to this content, please contact your institutional librarian or consult our FAQ page for further information about accessing our content.

Also available to purchase from these educational ebook suppliers