Integrated Marketing Communication

Erscheinungsjahr 2019
ISBN: 978-0-19-559671-7
Verlag: OUP Australia & New Zealand

Buch, Englisch, 544 Seiten, Print PDF, Format (B × H): 204 mm x 247 mm, Gewicht: 842 g

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.

Autoren/Hrsg.

Winchester, Maxwell

Ling, Peter

Stocchi, Lara

O.Lwin, May

Shin, Wonsun

Kang, Hyunjin

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

- 1. Introduction and Communication Theories

- 2. Marketing Communications and Consumer Behaviour

- 3. Marketing Communications Strategy and Planning

- 4. Marketing Communications Positioning Objectives

- 5. Promotions Mix 1: Advertising

- 6. Promotions Mix 2:Public Relations

- 7. Promotions Mix 3: Direct Marketing

- 8. Promotions Mix 4: Sales Promotions

- 9. Promotions Mix 5: Electronic and Social Media

- 10. Media

- 11.Responsible Marketing Communication

- Glossary

Über Autor(innen)

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

Peter Ling - Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore

Dr. Lara Stocchi - Senior Lecturer in Marketing, College of Business, Government, and Law, Flinders University

May O. Lwin - Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, Singapore

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

Hyunjin Kang - Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore