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Principles of Integrated Marketing Communications

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  • Date Published: January 2014
  • availability: Available
  • format: Paperback
  • isbn: 9781107649187

$ 137.00 (X)

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About the Authors
  • Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: • Covers the latest concepts and tools in marketing and communications • Presents topics in light of their underlying theories and principles • Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a ‘Further thinking’ section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at

    • The book presents topics in light of their underlying theories and principles, to enhance students' understanding and stimulate thinking and discussion
    • It includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts) throughout to illustrate how the theories and principles are applied in business
    • Features a continually updated companion website
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    Reviews & endorsements

    'I really like the book and the approach, it's refreshingly different which is what I have been looking for. It is also not American-saturated which is a great relief … The book reads very well and is properly oriented into marketing thinking not advertising. … What appeals to me most about Lawrence's book is the strong marketing focus - I teach marketing students not advertising students so have been wanting a text that focuses on aspects marketers want to know about! The thinking questions are also excellent and I will be using those to help me put the assignments together.' Kate Jones, Auckland University of Technology

    'Highlights of the book include its engaging writing style and its judicious use of evidence to support theories and claims. Its length is suitable for teaching needs, and I will be recommending it to colleagues.' Robert East, Kingston Business School, Kingston University London

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    Product details

    • Date Published: January 2014
    • format: Paperback
    • isbn: 9781107649187
    • length: 400 pages
    • dimensions: 255 x 190 x 15 mm
    • weight: 0.85kg
    • contains: 165 colour illus.
    • availability: Available
  • Table of Contents

    1. Communications barriers and planning the Integrated Marketing Communications (IMC)
    2. Principles of generating insights
    3. Principles of brand positioning
    4. Principles of media planning and budgeting in advertising
    5. Traditional and digital media
    6. Principles of advertising creativity
    7. Planning and executing the creative appeal
    8. Principles of social influence
    9. Principles of using public relations, corporate reputation and sponsorship
    10. Principles of influence in personal selling
    11. Principles of direct marketing and sales promotion
    12. Principles of advertising: pretesting and campaign tracking
    13. An integrative review.

  • Resources for

    Principles of Integrated Marketing Communications

    Lawrence Ang

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  • Author

    Lawrence Ang, Macquarie University, Sydney
    Lawrence Ang is Associate Professor in Marketing at Macquarie University, Australia. Prior to joining the Department of Marketing and Management in June 2007, Lawrence was a faculty member at the Macquarie Graduate School of Management (MGSM); and before that, he worked for many years as a senior marketing research consultant and manager.

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