Byron Sharp

Karen Nelson-Field

Anne Sharp

Dag Bennett

David Corkindale

Nick Danenberg

Charles Graham

Rachel Kennedy

Svetlana Bogomolova

Herb Sorensen

Erica Riebe

Magda Nencyz-Thiel

Nicole Hartnett

Anita Peleg

Adrian Palmer

John Scriven

Maxwell Winchester

Marianthi Livaditis

Larry Lockshin

Tiffany Winchester

Katherine Anderson

Marketing: Theory, Evidence, Practice bridges academic theory and real-world marketing knowledge. It introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.

Marketing: Theory, Evidence, Practice

Wonsun Shin

May O. Lwin

Peter Ling

Lara Stocchi

Professor and Associate Dean May Oo Lwin

Hyunjin Kang

Integrated Marketing Communication: A Balanced Approach is your guide to integrated marketing communication (IMC), introducing you 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 understanding of consumer behaviour. Equipped with this knowledge, you will learn how you can balance IMC strategies with marketing needs in order to change attitudes and reinforce behaviours in customers. KEY FEATURESCritically reviews the theoretical base of IMC, with an exploration of both salience and persuasion (Strong and Weak) theories of advertisingFocuses on the application of IMC theory to a broader marketing approachRevision questions encourage reflective learning and further develop understandingPractitioner profiles provide career and industry insightsCase studies and 'IMC in Action' boxes provide real-world examplesSuggested readings and key terms throughout support further learning.

A Balanced Approach

Integrated Marketing Communication

Maxwell Winchester

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