![cover of the book Principles of Integrated Marketing Communications [Team-IRA]](/covers/files_200/4025000/9241260447000fe86297a4197445cc06-g.jpg)
Ebook: Principles of Integrated Marketing Communications [Team-IRA]
Author: Lawrence Ang
- Year: 2021
- Publisher: Cambridge University Press
- Edition: 2
- Language: English
- pdf
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: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.
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