Integrated Marketing Communication : A Balanced Approach

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.

Maxwell Winchester, Senior Lecturer, Victoria University,Peter Ling, Associate Professor, RMIT University,Lara Stocchi, Senior Lecturer, Flinders University,May Oo.Lwin, Professor and Associate Dean, Nanyang Technological University,Wonsun Shin, Senior Lecturer, University of Melbourne,Hyunjin Kang, Assistant Professor, Nanyang Technological University

Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria University

Peter Ling - Associate Professor, School of Media and Communication, RMIT University

Dr. Lara Stocchi - Senior Lecturer in Marketing and Research Section Head, Business, Economics and Industry, Flinders University

May Oo. Lwin - Professor and Associate Dean, College of Humanities, Arts, & Social Sciences, Nanyang Technological University, Singapore

Dr. Hyunjin Kang - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne

Dr. Wonsun Shin - Assistant Professor, College of Humanities, Arts, & Social Sciences, Nanyang Technological University, Singapore