De Gruyter Handbook of Integrated Marketing Communication

1. Auflage 2026
ISBN: 978-3-11-157347-2
Verlag: De Gruyter

Buch, Englisch, 415 Seiten, Format (B × H): 170 mm x 240 mm, Gewicht: 500 g

Reihe: De Gruyter Handbooks in Business, Economics and Finance

New advances in marketing communication are extending far beyond conventional approaches. The helps forward-thinking practitioners and scholars retain their cutting edge by offering a synthesis of new innovations in fields such as integrated marketing strategy, culture, narrative influence, and media psychology. Emphasizing the practical application of in-depth understanding, the topics discussed in this handbook cover core concepts, audience insights, innovative media channels, creative message content, and actionable evidence, along with domains of application, such as sports, health, nonprofits, small business, and entertainment. Artificial intelligence, storytelling approaches to brand strategy, consumer motivation, and ethics emerge across several chapters, reflecting ongoing developments in the latest thinking and empirical research. These fresh perspectives point toward future developments in audience-first marketing communication. Leading researchers and professionals from around the world draw on a wealth of industry practice and scholarly knowledge to provide practical insights into the most effective ways to reach strategic goals. This handbook will prove valuable to practitioners, scholars, and students who work with international brands, lead nonprofits, support small firms, develop advertising and public relations campaigns, or promote prosocial outcomes.

Autoren/Hrsg.

Magee, Robert

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Über Autor(innen)

Dr. Robert G. Magee (Ph.D., The University of North Carolina at Chapel Hill) is Associate Professor of Persuasion and Social Influence at the University of Mississippi (Ole Miss), where he teaches courses in brand strategy, consumer behavior, and persuasion. For several years, he directed the graduate program in integrated marketing communication. His research examines how people’s core values and beliefs influence the effectiveness of marketing communication and spans marketing strategy, media psychology, and international communication. His scholarship has appeared in , , , , and , among others. He is the author of , and a co-author of .