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Integrated Marketing Communication : A Balanced Approach - Maxwell Winchester

Integrated Marketing Communication

A Balanced Approach

Paperback Published: 23rd April 2019
ISBN: 9780195596717

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Integrated Marketing Communication: A Balanced Approach is your students’ guide to integrated marketing communication (IMC), introducing them to the principles that underpin its practice.

This text considers the different theories of how IMC works, taking the empirical evidence available into account, and illustrating its real-world application with relevant industry examples.With expert commentary supported by contemporary case studies, this text explores communication theory, strategy and planning, and develops your students’ understanding of consumer behaviour. Equipped with this knowledge, your students will learn how they can balance IMC strategies with marketing needs in order to change attitudes and reinforce behaviours in customers.


  • Critically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertising
  • Focuses on the application of IMC theory to a broader marketing approachRevision questions encourage reflective learning and further develop understanding
  • Practitioner profiles provide career and industry insights
  • Case studies and ‘IMC in Action’ boxes provide real-world examples
  • Suggested readings and key terms throughout support further learning.

  • Introduction to IMC and Communication Models and ProcessesMarketing Communication and Consumer BehaviourMarketing Communication Strategy and PlanningPositioning ObjectivesAdvertisingPublic RelationsDirect MarketingSales PromotionsElectronic and Social Media (ESM)Media DecisionsResponsible Marketing Communication

    ISBN: 9780195596717
    ISBN-10: 0195596714
    Audience: Tertiary; University or College
    Format: Paperback
    Language: English
    Published: 23rd April 2019
    Publisher: Oxford University Press Australia
    Country of Publication: AU

    Earn 213 Qantas Points
    on this Book

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