Integrated Marketing Communications: A Global Brand-Driven Approach
Autor Philip J. Kitchen, Marwa E. Tourkyen Limba Engleză Paperback – 4 ian 2022
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.
Preț: 399.83 lei
Nou
76.53€ • 82.29$ • 63.80£
Carte disponibilă
Livrare economică 28 noiembrie-12 decembrie
Livrare express 13-19 noiembrie pentru 41.03 lei
Specificații
ISBN-10: 303076415X
Pagini: 321
Ilustrații: X, 374 p. 199 illus., 188 illus. in color.
Dimensiuni: 155 x 235 x 29 mm
Greutate: 0.59 kg
Ediția:2nd ed. 2022
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Locul publicării:Cham, Switzerland
Cuprins
1. Introduction to Communicating Globally: An Integrated Marketing Approach
Notă biografică
Philip J. Kitchen is Professor of Marketing, ICN-Artem School of Business, Nancy, France and Emeritus Professor University of Salford, UK and Brock University, Canada. Professor Kitchen is Founder and Editor of the Journal of Marketing Communications (Routledge), and Founder of the International Conference on Corporate and Marketing Communications (held annually since 1996). He has twice served as guest editor for the European Journal of Marketing. He has published over 200 papers in journals including Journal of Business Research, European Journal of Marketing, Journal of Advertising Research, International Journal of Advertising, International Journal of Human Resource Management among others, together with 20 published books on marketing communications, corporate communications, marketing management and marketing theory. He has been Visiting Professor or Affiliate Professor at major universities in France, Norway, Cyprus, Israel, Colombia, Turkey, Italy, and India, and has presented as Invited or Keynote Speaker at over 50 academic and practitioner conferences.
Marwa E. Tourky is Associate Professor of Marketing and Brand Management at Cranfield School of Management, UK, and Programme Director of prestigious MSc Strategic Marketing. Previously she was Senior Lecturer at Exeter University Business School. Her research is focused in areas such as corporate brand, identity and reputation, communications and CSR. Marwa serves on the editorial board of Journal of Marketing Communications and was Vice-Chair of South West Federation of Museums and Art Galleries, UK. She works hand in hand with non-academic partners as board member of charities and research advisor for public sector, such as Devon and Cornwall Police. Her research has appeared in leading scientific journals such as Journal of Business Research, European Journal of Marketing, Corporate Reputation Review and Qualitative Market Research, Journal of Marketing Communications, Management and Organization Review, Management and Organization Review and Journal of Business and Industrial Marketing. She has contributed chapters to edited books, reports for funded research projects, and popular accounts of her work has appeared in The Times, The Daily Mail, Devon Live, Palm FM, PlymouthLive, CornwallLive, and Heart Radio.
Textul de pe ultima copertă
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.
Caracteristici
The new book applies the principles of integrated marketing communication to the global marketplace, meeting the growing demand for information and analyses on this subject from students and practitioners. The second edition updates, expands and brings new commentary and critiques to bear on this essential subject
Includes original and contemporary case studies of varying lengths
Descriere
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.