CENGAGE AUSTRALIA Integrated Marketing Communications

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.