Advertising : an integrated marketing communication perspective

Belch, George E., Belch, Michael A., Kerr, Gayle F., & Powell, Irene (2014) Advertising : an integrated marketing communication perspective. McGraw-Hill Education, North Ryde, N.S.W.

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Abstract

This text provide the ideal student-centered introduction to the fast-changing field of integrated marketing communications. Technologies such as the convergence of the internet, mobile devices, and traditional channels are changing the way companies use marketing tools to communicate with their customers. The third edition of this market-leading text has been extensively revised to examine how cutting-edge developments are impacting the IMC program of marketers. All vignettes, cases and boxes showcasing specific examples of how companies and their communications agencies are using integrated marketing communications are new or updated. They provide engaging insights into the most current and popular campaigns being used by marketers and the key current trends and developments taking place in the advertising world.

Impact and interest:

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ID Code: 79277
Item Type: Book
Keywords: Advertising, Marketing
ISBN: 9781743078655
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 07 Dec 2014 23:17
Last Modified: 08 Dec 2015 15:14

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