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> Principles of Integrated Marketing Communications

Principles of Integrated Marketing Communications

An Evidence-based Approach

Authors

Lawrence Ang, Macquarie University, Sydney

Description

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:…

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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

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