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Integrated Marketing Communications: A Global Brand-Driven Approach

Integrated Marketing Communications: A Global Brand-Driven Approach

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Integrated Marketing Communications: A Global Brand-Driven Approach

Kitchen, Philip J.; Tourky, Marwa E.

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today.

It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. 

This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.



Details

Published by: Palgrave Macmillan

Publication Date: 2022-01-04

Format: Paperback

ISBN-13: 9783030764159

DOI: 10.1007/978-3-030-76416-6

Dimensions: 235cm x155cm

Pages: 374

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