Strategic Integrated Marketing Communication Theory and Practice

ISBN-10: 0750679808

ISBN-13: 9780750679800

Edition: 2008

Authors: Larry Percy

List price: $55.95 Buy it from $5.11
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy


This is a comprehensive textbook dealing with all aspects of integrated marketing communication, but from a strategic rather than descriptive perspective. It will not be a survey of the various aspects of IMC. It is written at a level suitable for intermediate undergraduates through graduate courses. The text takes the position that IMC is a way of planning marketing communication in order to utilize those communication options most likely to maximize the likelihood of effectively communicating with the desired target audience; not simply the utilization of multiple communication options in a campaign. As a result, the book will provide the reader with an overview of the role ICM plays in contributing to healthy brands and a companys reputation, then the understanding needed for developing and delivering an effective ICM programme that fulfills the objective. This means the book itself will be an integrated whole, not a series of independent chapters. The text will first introduce the concept of IMC and what it can accomplish, then lead the reader through the thinking that is necessary to understand the issues involved with IMC strategic planning, how to develop effective executions within an IMC programme, and then how to optimize delivery to the appropriate target audience. The book is estimated to be approximately 300-325 pages in length, and will be international in scope, utilizing examples from around the globe. * Strategic Integrated Marketing Comunications is a critical success factor in building strong brands and strong companies. * A new discipline IMC now lies at the heart of Marketing Strategy. * Corporate image identity and reputation have never been more important and this book is the essential text in the field.
Used Starting from $26.52
what's this?
Rush Rewards U
Members Receive:
You have reached 400 XP and carrot coins. That is the daily max!
Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Customers also bought

Book details

List price: $55.95
Copyright year: 2008
Publisher: Routledge
Publication date: 7/13/2011
Binding: Hardcover
Pages: 328
Size: 7.25" wide x 9.50" long x 0.75" tall
Weight: 1.782
Language: English

Introduction to IMC
Overview of IMC
Brands and IMC
Companies and IMC
Traditional Advertising
Traditional Promotion
Direct Marketing and Other IMC Options
New Media
Message Processing
Creative Execution
Planning Consideration
Implementing the Plan
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.