| 紀錄類型: |
書目-語言資料,印刷品
: 單行本
|
| 副題名: |
an evidence-based approach |
| 作者: |
AngLawrence, |
| 出版地: |
Cambridge, UK |
| 出版者: |
Cambridge University Press; |
| 出版年: |
2021 |
| 版本: |
2nd ed. |
| 面頁冊數: |
xx, 507 p.ill. (some col.) : 26 cm.; |
| 標題: |
Marketing - Technological innovations. - |
| 標題: |
Communication in marketing. - |
| 附註: |
Previous edition: Port Melbourne, Vic. : Cambridge University Press, 2014. |
| 摘要註: |
"Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC."--Publisher's website. |
| ISBN: |
978-1-108-70311-6pbk. |
| ISBN: |
1-108-70311-9pbk. |