Integrated Marketing Communications: A Global Brand-Driven Approach

di Philip J. Kitchen (Autore)

Marwa E. Tourky (Autore)

Springer Nature Switzerland AG, 2022

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.

• Autore: Philip J. Kitchen, Marwa E. Tourky
• Editore: Springer Nature Switzerland AG
• Anno: 2022
• Rilegatura: Paperback / softback
• Pagine: 374 p.
• Dimensioni: 235 x 155 mm
• Peso: 587 gr.
• EAN: 9783030764159

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