Integrated Marketing Communication (Paperback)

Maxwell Winchester

ISBN 10: 0195596714 / ISBN 13: 9780195596717

Published by Oxford University Press Australia, Melbourne, 2019

About this Item

Paperback. Integrated Marketing Communication: A Balanced Approach is your guide to integrated marketing communication (IMC), introducing you to the principles that underpin its practice. This text considers the different theories of how IMC works, taking the empirical evidence available into account, and illustrating its real-world application with relevant industry examples. With expert commentary supported by contemporary case studies, this text explores communication theory, strategy and planning, and develops your understanding of consumer behaviour. Equipped with this knowledge, you will learn how you can balance IMC strategies with marketing needs in order to change attitudes and reinforce behaviours in customers. KEY FEATURESCritically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertisingFocuses on the application of IMC theory to a broader marketing approachRevision questions encourage reflective learning and further develop understandingPractitioner profiles provide career and industry insightsCase studies and IMC in Action boxes provide real-world examplesSuggested readings and key terms throughout support further learning. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.

Seller Inventory # 9780195596717

Bibliographic Details

• Title: Integrated Marketing Communication (Paperback)
• Publisher: Oxford University Press Australia, Melbourne
• Publication Date: 2019
• Language: English
• ISBN 10: 0195596714
• ISBN 13: 9780195596717
• Binding: Paperback
• Condition: new

About this title

Synopsis

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.

About the Author

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