This second edition of Integrated Marketing Communications continues to offer comprehensive and focused coverage of the Asia Pacific marketing communications environment.

Emphasising the importance of Integrated Marketing Communications (IMC), the text examines the broader implications of advertising and then the range of media used to communicate with target audiences. Students are introduced to the latest technology-based marketing communications such as Internet social networks, email advertising and behavioural targeting, followed by many distinct IMC elements beyond advertising, such as PR and personal selling.

The detailed and accessible explanation of IMC is closely aligned to real-world marketing practices (IMC in Action boxes) and supported by new local and international case studies (Asia Pacific Focus and Global Focus boxes), enabling students to gain a solid theoretical foundation and a clear understanding of practical applications.
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