Chitty, William <br/><br/>
Integrated marketing communications / 
by William Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A. Shimp 
 - 4th ed. 
 - South Melbourne, Victoria, Australia :   Cengage Learning,   2015. 
 - xxvii, 478 pages :   colour illustrations ;   28 cm. 
<br/><br/>Pt. 1. Integrated marketing communications --<br/>a conceptual framework --<br/>ch. 1. Integrated marketing communications and brand equity enhancement --<br/>ch. 2. The communication process --<br/>ch. 3. Persuasion in marketing communications --<br/>ch. 4. Market segmentation and brand positioning --<br/>pt. 2. Managing integrated marketing communications --<br/>ch. 5. Advertising and digital marketing communications --<br/>ch. 6. Planning and implementation --<br/>pt. 3. Media channels --<br/>ch. 7. Broadcast media --<br/>ch. 8. Print and support media --<br/>ch. 9. Media analysis --<br/>pt. 4. Supporting elements of integrated marketing communications --<br/>ch. 10. Direct marketing and sales promotion --<br/>ch. 11. Digital marketing --<br/>ch. 12. Personal selling --<br/>ch. 13. Marketing public relations and sponsorship marketing --<br/>ch. 14. Evaluating integrated marketing communication effectiveness. 
<br/><br/> Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 4th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. 
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<br/><br/><label>ISBN: </label>9780170254304 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing<br/>Sales promotion
<br/><br/><label>Dewey Class. No.: </label>659.1 CH IN