Book

Integrated Marketing Communications: A Balanced Approach

Maxwell Winchester, Peter Ling, Lara Stocchi, May Lwin, W Shin, Hyunjin Kang

Oxford University Press | Published : 2019

Abstract

Chapter 1: Introduction to IMC and Communication Models and Processes -- Chapter 2: Marketing Communication and Consumer Behaviour -- Chapter 3: Marketing Communication Strategy and Planning -- Chapter 4: Positioning and Objectives -- Chapter 5: Advertising -- Chapter 6: Public Relations -- Chapter 7: Direct Marketing -- Chapter 8: Sales Promotions -- Chapter 9: Electronic and Social Media (ESM) -- Chapter 10: Media Decisions -- Chapter 11: Responsible Marketing Communication.

University of Melbourne Researchers