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Integrated Marketing Communications

ISBN: 9780170120081

Released: January 1st, 2005

Status: In Print

Publisher: Cengage Learning

Integrated Marketing Communications

by W.Chitty

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.

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