Integrated Marketing Communication : A balanced approach
Book Details
Format
Paperback / Softback
ISBN-10
0195596714
ISBN-13
9780195596717
Publisher
Oxford University Press Australia
Imprint
OUP Australia and New Zealand
Country of Manufacture
AU
Country of Publication
GB
Publication Date
Apr 23rd, 2019
Print length
544 Pages
Weight
842 grams
Dimensions
24.70 x 20.40 x 1.70 cms
Product Classification:
Business communication & presentationSales & marketing
Ksh 16,900.00
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Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.
Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour. Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection, Integrated Marketing Communication critically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories.
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