Integrated Marketing Communications : 6th edition - Edwina Luck

Integrated Marketing Communications

6th edition

By: Edwina Luck, Nigel Barker, Anne-Marie Sassenberg, William Chitty, Terence Shimp

Paperback | 1 December 2020 | Edition Number 6

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Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 6th 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.

Unique to the text is a series of student IMC videos showing students how key objectives in IMC theory are applied by real businesses.

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