<p>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 &amp; weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour. <br><br> Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection, Integrated Marketing Communication critically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories.</p>

Integrated Marketing Communication: A balanced approach

Business & Money

Ling, Peter

Winchester, Maxwell

Stocchi, Lara

Oo.Lwin, May

Shin, Wonsun

Kang, Hyunjin

Management & Leadership

Oxford University Press

Integrated Marketing Communication: A Balanced Approach

O. Lwin, May

Kang, Hyunjin Kang

Oxford University Press, Australia & New Zealand

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