Principles of integrated marketing communications: an evidence-based approach
Auteur :
Ang, Lawrence
Éditeur :
Cambridge University Press
ISBN :
9781108703116
Date de publication :
23 févr. 2021
Dimensions :
25,5 x 19,0 x 2,0 cm
Poids :
1060 g
Format :
Trade paperback (US)
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It addresses essential concepts such as brand positioning, uncovering insights, media planning, social influence, advertising testing and campaign tracking.