Integrated Marketing Communication: A Balanced Approach

by Maxwell Winchester, Hyunjin Kang, Lara Stocchi, et al.

Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour.

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• Format: Paperback
• Language: English
• ISBN: 0195596714
• ISBN13: 9780195596717
• Release Date: August 2019
• Publisher: Oxford University Press, USA
• Length: 544 Pages
• Weight: 1.95 lbs.
• Dimensions: 0.7" x 8.1" x 9.8"