Integrated marketing communications (5th Asia-Pacific ed.)

Chitty, Bill and Luck, Edwina and Barker, Nigel and Sassenberg, Anne-Marie and Shimp, Terence A. and Andrews, J. Craig (2017) Integrated marketing communications (5th Asia-Pacific ed.). Cengage Learning Australia, Melbourne, Australia. ISBN 9780170386517

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Abstract

Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th 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, this 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. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer's, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Unique to the text, is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.


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Item Type: Book (Commonwealth Reporting Category A)
Refereed: Yes
Item Status: Live Archive
Additional Information: c 2018 Cengage Learning Australia.
Faculty/School / Institute/Centre: Historic - Faculty of Business, Education, Law and Arts - School of Management and Enterprise (1 Jul 2013 - 17 Jan 2021)
Faculty/School / Institute/Centre: Historic - Faculty of Business, Education, Law and Arts - School of Management and Enterprise (1 Jul 2013 - 17 Jan 2021)
Date Deposited: 09 Sep 2021 05:05
Last Modified: 09 Sep 2021 05:05
Uncontrolled Keywords: marketing; digital marketing; marketing communications; social media; technology; competition
Fields of Research (2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350612 Social marketing
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Socio-Economic Objectives (2008): E Expanding Knowledge > 97 Expanding Knowledge > 970120 Expanding Knowledge in Language, Communication and Culture
E Expanding Knowledge > 97 Expanding Knowledge > 970113 Expanding Knowledge in Education
E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Socio-Economic Objectives (2020): 16 EDUCATION AND TRAINING > 1601 Learner and learning > 160102 Higher education
22 INFORMATION AND COMMUNICATION SERVICES > 2201 Communication technologies, systems and services > 220103 Mobile technologies and communications
22 INFORMATION AND COMMUNICATION SERVICES > 2205 Media services > 220504 Radio, television, film and video services
URI: http://eprints.usq.edu.au/id/eprint/43524

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