Principles of Integrated Marketing Communications : A Malaysia Casebook

Hasrina, Mustafa and Siti Aishah Chu, Abdullah and Shuhaida, Md Noor (2022) Principles of Integrated Marketing Communications : A Malaysia Casebook. Penerbit Universiti Sains Malaysia, Pulau Pinang. ISBN 978-967-461-531-4

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This book is written primarily as an introductory textbook aimed for both undergraduate and postgraduate students of all institutions of higher learning in the areas of marketing communication, advertising and promotion. It is packed with comprehensive discussion on the essential aspects of integrated marketing communication (IMC) covering on the topics on the conceptualisation, tools, process of implementation, related models and theories, and IMC's measurement of effect. Readers will also learn practical IMC experience through award winning case studies provided by member agencies of the Association of Accredited Advertising Agents Malaysia (4As) and other cutting-edge companies and brands such as Maxis, Malaysia Airports Holdings Berhad, KFC, Langkawi Development Authority, Universiti Sains Malaysia and Wipro Unza. For both students and practitioners in the areas of marketing communication, advertising and promotion, Principles of Integrated Marketing Communication: A Malaysia Casebook is an essential guide towards unified and seamless IMC experience.

Item Type: Book
Uncontrolled Keywords: Communication in marketing, Marketing, Malaysia.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Education, Language and Communication
Depositing User: Abdullah
Date Deposited: 08 Jun 2023 02:52
Last Modified: 10 Oct 2023 07:32

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