Principles of Integrated Marketing Communications

• Main Author: Ng, Lawrence (Author)
• Format: Book
• Language: English
• Published: Cambridge, UK CAMBRIDGE UNIVERSITY PRESS 2014
• Subjects: Marketing > Technological innovations; Communication in marketing > Technological innovation
• Online Access: Click Here to View Status and Holdings.
• Item Description: Includes index
• Physical Description: xii, 401 pages illustrations (some colour) 26 cm
• ISBN: 9781107649187; 1107649188

Principles of Integrated Marketing Communications: A Focus on New Technologies and Advanced Theories explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques, such as brand equity, advertising, and personal selling. Lawrence Ang is at Macquarie University, Australia