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Published: 16 June 2019

544 Pages


ISBN: 9780195596717

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This text is published by OUP Higher Education Division

Integrated Marketing Communication

A balanced approach

Maxwell Winchester, Peter Ling, Lara Stocchi, May O.Lwin, Wonsun Shin, and Hyunjin Kang

  • Provides students with a well-grounded theoretical foundation balanced with practical application
  • A unique textbook given that it takes a balanced theoretical approach that acknowledges both salience and persuasion (strong & weak) theories of advertising that recognises that advertising can be an activity that aims to change attitudes and reinforce behaviour
  • Complemented with a range of pedagogical features such as Practitioner Profiles, IMC in Action Examples, Case Studies, Weblinks and Revision Questions to enhance student learning
  • Australasian author team with an international focus

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