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Principles of Integrated Marketing Communications : An Evidence-based Approach. 2nd ed. 統合的マーケティング・ コミュニケーション原理 第2版
・ISBN 978-1-108-70311-6 paper GB£ 92.00
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| 著者・編者 | Ang, Lawrence, |
|---|---|
| 出版社 | (Cambridge U. Pr., UK) |
| 出版年月 | 2021.04 |
| ページ数 | 476 pp. |
| 言語 | ENG |
| ニュース番号 | ＜661-658 661-P2163＞ |
解説
Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.