Integrated marketing communications, Asia-Pacific

Textbook

Chitty, Bill, Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Shimp, Terence A. and Andrews, J. Craig. Jakovcic, Jade (ed.) 2017. Integrated marketing communications, Asia-Pacific. Melbourne, Australia. Cengage Learning Australia.
Book Title

Integrated marketing communications, Asia-Pacific

Book CategoryTextbook
ERA Publisher ID1464
AuthorsChitty, Bill (Author), Luck, Edwina (Author), Barker, Nigel (Author), Sassenberg, Anne-Marie (Author), Shimp, Terence A. (Editor) and Andrews, J. Craig (Editor)
EditorsJakovcic, Jade
Edition5th edition
Number of Pages558
Year2017
PublisherCengage Learning Australia
Cengage Learning
Place of PublicationMelbourne, Australia
ISBN9780170386517
Web Address (URL)https://books.google.com.au/books?hl=en&lr=&id=1ENMDwAAQBAJ&oi=fnd&pg=PR1&dq=Anne-Marie+Sassenberg&ots=UOZEyLkJAU&sig=Jyy3hMDjwQb4Uewuro4FTkKAf1Y&redir_esc=y#v=onepage&q=Anne-Marie%20Sassenberg&f=false
Abstract

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. 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.

Keywordsmarketing; digital marketing; marketing communications; social media; technology; competition
ANZSRC Field of Research 2020350612. Social marketing
350608. Marketing theory
350699. Marketing not elsewhere classified
Public Notes

c 2018 Cengage Learning Australia.

Byline AffiliationsMurdoch University
Queensland University of Technology
University of Adelaide
School of Management and Enterprise
University of South Carolina, United States
Marquette University, United States
Institution of OriginUniversity of Southern Queensland
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