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| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Larry Percy | - |
| dc.date.accessioned | 2024-10-23T07:59:20Z | - |
| dc.date.available | 2024-10-23T07:59:20Z | - |
| dc.date.issued | 2023 | - |
| dc.identifier.uri | http://thuvienso.thanglong.edu.vn//handle/TLU/11499 | - |
| dc.description.abstract | The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management | vi |
| dc.language.iso | en | vi |
| dc.publisher | Routledge | vi |
| dc.subject | Communication in marketing | Business Communication | Truyền thông kinh doanh | Truyền thông trong tiếp thị | Chiến lược truyền thông | vi |
| dc.title | Strategic integrated marketing communications | vi |
| dc.type | Sách/Book | vi |
| Appears in Collections | 1-Kinh tế - Quản lý | |
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