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Integrated Marketing Communications with Online Study Tools 12 months

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  • Author(s)William Chitty / Edwina Luck / Nigel Barker / Michael Valos / Terence Shimp / J Craig Andrews
  • Edition4
  • Published29th September 2014
  • PublisherCengage Learning
  • ISBN9780170254304
  • University course codes
    • Deakin University:MMK393 - Integrated Marketing Communications
    • University of Notre Dame:BS205 - Advertising & Promotion
    • University of Western Australia:MKTG5501 - Integrated Marketing Communications
    • University of Wollongong:MARK333 - Marketing Communications & Advertising
    • Victoria University:BHO2265 - Integrated Marketing Communications
Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 4th 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, the 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. A wide range of local and global examples include: Spotify, Pandora, Coca-Cola, Pepsi, Woolworths, Nike, KFC, Victoria Bitter, Tigerair and Air New Zealand.

Each new copy of the text also offers 12 month access to wealth of student on-line revision and learning tools: CourseMate Express + Search me! marketing. Unique to the text is a series of end of chapter local videos showing students how key objectives in IMC theory are applied by real businesses.
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