Integrated Marketing Communications: A Global Brand-Driven Approach

The 2nd edition of "Integrated Marketing Communications: A Global Brand-Driven Approach" provides a comprehensive and global framework to marketing communications, written by Philip Kitchen and Marwa Tourky. It offers a critical overview of modern communications issues, combines insightful knowledge of trends in the global marketplace with a consumer-driven perspective, and provides a roadmap through the maze of marketing communications. It is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into marketing communications and IMC.

Format: Paperback / softback
Length: 374 pages
Publication date: 04 January 2022
Publisher: Springer Nature Switzerland AG

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition, presents an comprehensive 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 and 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 of 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.

Weight: 592g
Dimension: 156 x 235 x 29 (mm)
ISBN-13: 9783030764159
Edition number: 2nd ed. 2022