University of Cebu-Banilad Library

Includes glossary and index.

Contents: Part 1 The marketing communication process — Part 2 Advertising management — Part 3 Media strategies — Part 4 Elements of integrated marketing communications.

"This marketing communications text has been updated and revised, and now includes a wider focus on the Asia Pacific region. The text is intended for senior marketing students and marketers who need to understand and apply the concepts and practices associated with integrated marketing communications. The text emphasises the importance of integrated marketing communications in the contemporary commercial environment in Australasia and includes a new chapter that examines the technology which allows organisations to communicate effectively, and efficiently with their target markets.
The text follows a macro- to micro-marketing communications approach by first examining the broader implications of advertising, and then focusing on the promotion media that can be used to communicate with target audiences. In order to achieve the learning objectives that accompany each chapter, marketing communication theory is aligned with contemporary marketing practices by the case studies, which ensure that students understand the role that brand equity plays in the viability of modern marketing organisations.
We would to like to thank the various authors who contributed chapters and case studies to this first Asia Pacific edition and we are grateful for the assistance that we received from the team at Cengage Learning, especially Dorothy Chiu, Belinda Monypenny, Ronald Chung, Corrina Tauschke, Adele Psarras and our editor Craig MacKenzie, who melded all our ideas into the text." —Preface

Adult

Donated Biore, Christopher College of Business and Accountancy Business / Management

Donated Biore, Christopher College of Business and Accountancy Business / Management

Text in English