| ISBN |
9780170386517- |
| Name |
Chitty, William author. |
| Title |
Integrated marketing communications / Chitty, Luck, Barker, Sassenberg, Shimp, Andrews.- |
| Edition |
5th Asia-Pacific edition.- |
| Published |
Southbank, Victoria : Cengage, 2018.- |
| Description |
xxvii, 532 pages: colour illustrations, maps, colour portraits ; 28 cm- |
| Note |
Includes bibliographical references and index.- |
| Contents |
Part 1. Integrated marketing communications : a conceptual framework -- 1. Integrated marketing communications and brand equity enhancement -- 2. The communication process -- 3. Persuasion in marketing communications -- 4. Market segmentation and brand positioning -- Part 2. Managing and planning for integrated marketing communications -- 5. Establishing objectives and budgeting for IMC campaigns -- 6. Developing message strategies -- 7. Media planning and analysis -- Part 3. Media channels and IMC elements -- 8. Broadcast media -- 9. Print and support media -- 10. Digital and social media marketing -- 11. Direct marketing and sales promotion -- 12. Personal selling and relationship marketing -- 13. Marketing public relations and sponsorship marketing -- Part 4. Evaluating integrated marketing communications -- 14. Evaluating integrated marketing communication effectiveness.- |
| Summary |
"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. Each new copy of the text also offers 12 month access to a wealth of student online revision and learning tools: CourseMate Express + Search me! Marketing. 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." -- Cengage website, viewed 9 February 2018.- |
| Subjects |
Marketing |
| Communication in marketing |
| Sales promotion |
| Marketing -- Textbooks |
| Sales promotion -- Textbooks |
| Communication in marketing -- Textbooks |
| Communication in marketing |
| Marketing |
| Sales promotion |
| Genre |
Textbooks.- |
| Textbooks.- |
| Added Names |
Luck, Edwina author. |
| Barker, Nigel author. |
| Sassenberg, Anne-Marie author. |
| Shimp, Terence A author. |
| Andrews, J. Craig author. |
