Integrated marketing communications : a global brand-driven approach.
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kit...
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| Main Authors: | , |
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| Format: | Ebook |
| Language: | English |
| Published: |
Cham :
Palgrave Macmillan,
[2022]
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| Edition: | 2nd ed. / |
| Subjects: | |
| Online Access: | Springer eBooks |
| Summary: | Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC. |
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| Item Description: | Previous edition: London: Routledge, 2004. |
| Physical Description: | 1 online resource : illustrations (chiefly colour) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 303076415X 9783030764159 3030764168 9783030764166 |