Marketing in the digital age

Poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC).

It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes:

• case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts;
• discussion and case study questions that enable readers to critically evaluate concepts and campaigns;
• a managerial application section that illustrates how concepts can be applied effectively in a real situation;
• a further thinking section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.