Integrated Marketing Communications: A Global Brand-Driven Approach Paperback - 2022
by Philip J. Kitchen; Marwa E. Tourky
From the rear cover
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
- Title Integrated Marketing Communications: A Global Brand-Driven Approach
- Author Philip J. Kitchen; Marwa E. Tourky
- Binding Paperback
- Pages 374
- Volumes 1
- Language ENG
- Publisher Palgrave MacMillan
- Date 2022-01-04
- Illustrated Yes
- Features Illustrated
- ISBN 9783030764159 / 303076415X
- Weight 1.19 lbs (0.54 kg)
- Dimensions 9.21 x 6.14 x 0.8 in (23.39 x 15.60 x 2.03 cm)
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