Integrated marketing communications : a global brand-driven approach.

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Integrated marketing communications : a global brand-driven approach.

2nd ed. / Philip J. Kitchen, Marwa E. Tourky.

9783030764166 (electronic bk.)
3030764168 (electronic bk.)
9783030764159
303076415X

Cham : Palgrave Macmillan, [2022]

©2022

English

1 online resource : illustrations (chiefly color)

10.1007/978-3-030-76416-6 doi

HF5415.123 .K58 2022

658.8/02

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. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.

Previous edition: London: Routledge, 2004.

Includes bibliographical references and index.

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Description based on print version record.

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