Integrated Marketing Communications 6th Edition by Edwina Luck, Nigel Barker, Anne Marie Sassenberg, William Chitty, Terence Shimp, Craig Andrews 0170443000 9780170443005

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Product details:

ISBN 10: 0170443000

ISBN 13: 9780170443005

Author: Edwina Luck, Nigel Barker, Anne Marie Sassenberg, William Chitty, Terence Shimp, Craig Andre

Organisations use integrated marketing communications to help 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 coordinate all of a brand’s marketing communications elements to effectively engage the target market. Conceptual framework models demonstrate the integration of theory and practice to help students to better understand the whole IMC process and concept connections. Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective. Premium online teaching and learning tools are available on the MindTap platform. 

Integrated Marketing Communications 6th Table of contents:

Part 1: Integrated marketing communications – an ever- changing conceptual framework

1. Integrated marketing communications foundations and the rise of digital

2. Persuasive communication and consumer attitudes

3. Market segmentation and brand positioning

Part 2: Managing and planning for integrated marketing communications

4. Establishing objectives and budgeting for IMC campaigns

5. Managing message creation and strategies

6. Media planning and analysis

Part 3: Media channels and IMC elements

7. Broadcast media

8. Print and support media

9. Digital marketing, behavioural targeting & search

10. Social Media marketing

11. Direct marketing and Sales promotion

12. Personal selling and relationship marketing

13. Marketing public relations and sponsorship marketing

Part 4: Evaluating integrated marketing communications

14. Evaluating integrated marketing communication effectiveness

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