Released: January 1st, 2005
Status: In Print
Publisher: Cengage Learning
Integrated Marketing Communications, the first Pacific-Rim edition, offers a comprehensive coverage of the dynamic marketing communications environment in Australia and New Zealand. The text, which can be used for teaching undergraduate and postgraduate marketing students, fully integrates all aspects of marketing communi-cations from mass media advertising through to personal selling. It combines this with a strong emphasis on the internet's influence on marketing communications and provides a brief overview of the regulatory environments in Australia and New Zealand.
Comprising fifteen chapters, the text is suitable for the semester/trimester teaching programs in Australasian tertiary institu-tions. Chapters are divided into six parts covering an examination of the marketing communication process, brand positioning, advertising management, media strategies and other elements of integrated marketing communications and regulatory issues.