TY  - BOOK
AU  - Ang,Lawrence
TI  - Principles of integrated marketing communications
SN  - 1107649188
AV  - HF5415.123 .A54 2014
U1  - 658.802 23
PY  - 2014///
CY  - Port Melbourne, VIC
PB  - Cambridge University Press
KW  - Communication in marketing
KW  - Marketing
KW  - Technological innovations
N1  - Includes bibliographical references and index; 1. Defining integrated marketing communications -- 2. Generating consumer insights -- 3. Brand positioning -- 4. Media planning and budgeting in advertising -- 5. Traditional and digital media -- 6 Advertising creativity -- 7. Planning and executing the creative appeal -- 8. Social influence -- 9.Public relations, corporate reputation and sponsorship -- 10. Influence in personal selling -- 11. Direct marketing and sales promotion -- 12. Advertising testing and campaign tracking -- 13. An integrative review
N2  - Principles of Integrated Marketing Communications: A Focus on New Technologies and Advanced Theories explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques, such as brand equity, advertising and personal selling. Lawrence Ang is at Macquarie University, Australia
ER  -