2nd Edition
by Philip J. Kitchen (Author), Marwa E. Tourky (Author)
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition
presents an integrated and global framework to marketing
communications, delivered in a highly readable, cohesive and succinct
manner. Co-written by the internationally acclaimed leading experts in
the field, Philip Kitchen & Marwa Tourky, this core text explores
the best ways to communicate effectively both in the present and in the
future. Taking a rigorous approach, the textbook provides a critical
overview to the modern communications issues found in industry and
society today.
It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic.
This textbook
is ideal for upper-level undergraduates and post-graduate students who
would benefit from insightful knowledge of key trends and sharp insights
into the important theories and considerations around marketing
communications and IMC.