{"product_id":"9783030764159","title":"Integrated Marketing Communications: A Global Brand-Driven Approach","description":"\u003ci\u003eIntegrated Marketing Communications: A Global Brand-Driven Approach\u003c\/i\u003e, \u003ci\u003e2nd edition\u003c\/i\u003e 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 \u0026amp; 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.  \u003cp\u003e  \u003c\/p\u003e   \u003cp\u003e 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. \u003cbr\u003e  \u003c\/p\u003e","brand":"Springer International Publishing","offers":[{"title":"Default Title","offer_id":46425319702769,"sku":"9783030764159","price":69.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0674\/5433\/7265\/files\/9783030764159_p0.jpg?v=1765105962","url":"https:\/\/shop.barnesandnoble.com\/products\/9783030764159","provider":"Barnes \u0026 Noble","version":"1.0","type":"link"}