Integrated Marketing Communication introduces students to the principles and practice of integrated marketing communication (IMC). Written by an Australasian author team with an international focus, the text takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising, recognising advertising as an activity that aims to change attitudes and reinforce behaviour. Supported by case studies, weblinks and revision questions to assist with student understanding and encourage critical reflection, Integrated Marketing Communication critically examines the major theories of marketing communication and provides students with examples of the practical implications of these theories.

About the Author
Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria University Peter Ling - Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore Dr. Lara Stocchi - Senior Lecturer in Marketing, College of Business, Government, and Law , Flinders University May O. Lwin - Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, Singapore Dr. Wonsun Shin - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne Hyunjin Kang - Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore


Book Information
ISBN 9780195596717
Author Maxwell Winchester
Format Paperback
Page Count 544
Imprint OUP Australia and New Zealand
Publisher Oxford University Press Australia
Weight(grams) 842g
Dimensions(mm) 247mm * 204mm * 17mm