000			01884nam a22002057a 4500
020			_a9783030764159
041			_aENG
082			_a658.802 _bKIT
100			_aKitchen Philip J.
245			_aIntegrated marketing communications: _ba global brand-driven approach/ _cPhilip J. Kitchen, Marwa E. Tourky.
250			_a2nd ed.
260			_aSwitzerland: _bPalgrave MacMillan, _c2022.
300			_aix, 374 pages: _bColor Illustrations; _c24 cm.
504			_aIncludes Index.
520			_aIntegrated 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.
650			_aMarketing
650			_aCommunications
700			_aTourky, Marwa E.
942			_2ddc _cBK
999			_c23817 _d23817