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Principles of Integrated Marketing Communications

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Authors

Lawrence Ang
, Macquarie University, Sydney
Published 2014

Description

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 principlesIncludes case studies adapted from recent, real-world examples (drawn from both Australian and…

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Key features

  • 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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