000			01784 a2200157 4500
008
020			_a978-967-461-533-8
100	1		_aHasrina Mustafa, Siti Aishah Chu Abdullah, Shuhaida Md Noor
245	1	0	_aPrinciples of Integrated Marketing Communications: A Malaysia Casebook _cHasrina Mustafa, Siti Aishah Chu Abdullah, Shuhaida Md Noor
260			_bPENERBIT UNIVERSITI SAINS MALAYSIA,
520			_aThis 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 Communications: A Malaysia Casebook is an essential guide towards unified and seamless IMC experience.
856			_uhttps://eresourcesptsl.ukm.remotexs.co/user/login?url=https://ukm.elib.com.my/index.php/book/details/366881 _yGet via UKM eLib
907			_a.b17016356 _b2024-02-21 _c2023-12-28
942			_n0
998			_ae _b2023-12-28 _cm _dz _feng _g _y0 _z.b17016356
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