{"product_id":"principles-of-integrated-marketing-communications-an-evidence-based-approach","title":"Principles of Integrated Marketing Communications : An Evidence-based Approach","description":"\u003cp\u003eMarketing 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.\u003c\/p\u003e","brand":"Cambridge University Press","offers":[{"title":"Default Title","offer_id":46069410300142,"sku":"9781108703116","price":118.69,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0630\/9612\/7726\/files\/9781108703116.jpg?v=1736828291","url":"https:\/\/bookland.com.au\/products\/principles-of-integrated-marketing-communications-an-evidence-based-approach","provider":"Book Land AU","version":"1.0","type":"link"}