Integrated Marketing Communications with Student Resource Access 12 Months
William Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A. Shimp, J. Craig Andrews
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MARKETING Level: B/I/A
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Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 4th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today.
Incorporating the most up to date theories and practice, the text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. A wide range of local and global examples include: Spotify, Pandora, Coca-Cola, Pepsi, Woolworths, Nike, KFC, Victoria Bitter, Tigerair and Air New Zealand.
Each new copy of the text also offers 12 month access to wealth of student on-line revision and learning tools: CourseMate Express + Search me! marketing. Unique to the text is a series of end of chapter local videos showing students how key objectives in IMC theory are applied by real businesses.
Table of Contents
Part 1: Integrated marketing communications - a conceptual framework
1. Integrated marketing communications and brand equity
2. The communication process
3. Persuasion in marketing communications
4. Market segmentation and brand positioning
Part 2: Managing integrated marketing communications
5. Advertising and interactive marketing communications
6. Planning and implementation
Part 3: Media channels
7. Broadcast and Interactive media
8. Print and support media
9. Media analysis
Part 4: Supporting elements of integrated marketing communications
10. Direct marketing and Sales promotion
11. Interactive marketing
12. Personal selling
13. Marketing PR and sponsorship
Part 5: Evaluating integrated marketing communications
14. Evaluating the effectiveness of IMC campaigns