000			03160nam a22003857a 4500
003			OSt
005			20260618084729.0
008			260526s20122012ph a|||er|||| 001 0 eng d
020			_a9789814416894 [newsprint]
040			_aUniversity of Cebu-Banilad _cUniversity of Cebu-Banilad
100			_aChitty, William C., _eauthor.
245			_aIntegrated marketing communications / _cWilliam C. Chitty, Nigel Barker, and Terence A. Shimp.
250			_aSecond edition ; Philippine edition.
260			_aPasig City, Philippines : _bCengage Learning Asia Pte Ltd (Philippine Branch), _cc2012.
300			_axxi, 414 pages : _billustrations (black and white) ; _c25 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes glossary and index.
505			_aContents: Part 1 The marketing communication process — Part 2 Advertising management — Part 3 Media strategies — Part 4 Elements of integrated marketing communications.
520			_a"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
521			_aAdult
541			_aDonated _xBiore, Christopher _yCollege of Business and Accountancy _zBusiness / Management
541			_aDonated _xBiore, Christopher _yCollege of Business and Accountancy _zBusiness / Management
546			_aText in English
650			_aIntegrated marketing communications.
650			_aCommunication in marketing.
700			_aBarker, Nigel, _eauthor.
700			_aShimp, Terence A., _eauthor.
942			_2ddc _cBK
998			_cLeslie [new] _d05/26/2026
998			_cJanna [checked&edited] _d06/01/2026
998			_cJanna [added] _d06/18/2026
999			_c15304 _d15304