Integrated Marketing Communications for Sustainable Prosperity : Theory and Practice

Integrated Marketing Communications for Sustainable Prosperity uses global case studies to teach students and professionals how to use Integrated Marketing Communications (IMC) as a force for positive change in the world and a tool for achieving sustainable prosperity for all.

Integrated Marketing Communications for Sustainable Prosperity uses global case studies to teach students and professionals how to use Integrated Marketing Communications (IMC) as a force for positive change in the world and a tool for achieving sustainable prosperity for all. This new textbook takes a fresh look at IMC in the context of contemporary global technological and geopolitical dynamics. Drawing on psychology, sociology, biology and philosophy, as well as state-of-the art marketing, management, and communication theories and empirical research results, this book explains how IMC shapes perceptions, influences attitudes and beliefs, and guides behaviours. Using case studies and examples from current affairs and business news about various industries from all over the world, the book describes how IMC utilises physical, digital, mass, and personalised media for co-creating meaningful, relevant and engaging content, maintaining conversations with stakeholders, and nurturing mutually beneficial relationships. It presents the strategies, tactics, and tools of IMC and discusses the criteria for selecting the most appropriate ones for crafting a resilient positive reputation and increasing brand equity. The book will be essential reading for all students of Marketing and Communications.