000			01957 a2200241 4500
999			_c30732 _d30732
020			_a9780170254304
082			_a659.1 CH IN
100			_aChitty, William _9164
245			_aIntegrated marketing communications / _cby William Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A. Shimp
250			_a4th ed.
260			_aSouth Melbourne, Victoria, Australia : _bCengage Learning, _c2015.
300			_axxvii, 478 pages : _bcolour illustrations ; _c28 cm.
505			_aPt. 1. Integrated marketing communications -- a conceptual framework -- ch. 1. Integrated marketing communications and brand equity enhancement -- ch. 2. The communication process -- ch. 3. Persuasion in marketing communications -- ch. 4. Market segmentation and brand positioning -- pt. 2. Managing integrated marketing communications -- ch. 5. Advertising and digital marketing communications -- ch. 6. Planning and implementation -- pt. 3. Media channels -- ch. 7. Broadcast media -- ch. 8. Print and support media -- ch. 9. Media analysis -- pt. 4. Supporting elements of integrated marketing communications -- ch. 10. Direct marketing and sales promotion -- ch. 11. Digital marketing -- ch. 12. Personal selling -- ch. 13. Marketing public relations and sponsorship marketing -- ch. 14. Evaluating integrated marketing communication effectiveness.
520			_aOrganisations 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.
526			_aMARK333
650			_aCommunication in marketing _9165
650			_aSales promotion _9166
700			_aLuck, Edwina _9167
700			_aValos, Michael _9168
700			_aBarker, Nigel _9169
700			_aShimp,Terence A. _9170
942			_cREGULAR