This integrated approach is evident in every page of this textbook—from our starting premise in
Chapter 1 that ‘everything is digital’ to showing how good content can improve search rankings
and how analytics can measure our communication efforts so that we can optimise them.
We have also integrated our author team. Instead of a couple of lead Australian authors, we have a
team of them—academics who are specialist teachers and researchers in their areas of strategy,
measurement, media and public relations; industry practitioners who have produced new chapters
on analytics and search; plus the brains trust of industry providing personal perspectives and
integrating new ideas throughout the book.
So don’t just think the chapters are the sum of IMC. Add your thinking, your critical reasoning, your
creativity and break out of those prepackaged ideas to think better and bolder than ever before.