Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles

Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques, such as brand equity, advertisi

Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques.

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integr

Providing a fresh and innovative framework for the management of marketing communication processes, this textbook uses references to communication studies, cult