02524nam a22003978i 4500 000684489 UkCbUP 20210415135707.0 m|||||o||d|||||||| cr|||||||||||| 180525s2021||||enk o ||1 0|eng|d NEZPRACOVANÝ IMPORT 9781108628662 (ebook) 9781108703116 (paperback) HF5415.123 .A64 2021 658.802 23 Ang, Lawrence, author. Principles of integrated marketing communications : an eEvidence-based approach / Lawrence Ang. Second edition. Cambridge : Cambridge University Press, 2021. 1 online resource (xx, 507 pages) : digital, PDF file(s). text txt rdacontent computer c rdamedia online resource cr rdacarrier Title from publisher's bibliographic system (viewed on 04 Mar 2021). 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. Communication in marketing. Marketing Technological innovations. Print version: 9781108703116 https://zdroje.vse.cz/login?url=https://doi.org/10.1017/9781108628662 Plný text https://knihovna.vse.cz/zdroje/cambridge-core-books-and-textbooks/?info Informace o práci s e-knihami CAMBRIDGE-EBA EB NEPOSILAT EB