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Integrated Marketing Communications

Name: Integrated Marketing Communications
Brand: Springer Nature Switzerland AG
SKU: 36551901
Price: 64.79 EUR
Availability: InStock
Author: Philip J. Kitchen
ISBN: 9783030764159

A Global Brand-Driven Approach

Philip J. Kitchen

Marwa E. Tourky

Language

English

Book Paperback

Libristo code: 36551901

Publishers Springer Nature Switzerland AG, January 2022

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integra... Full description

Libristo code: 36551901

159 b

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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.