Strategic Integrated Marketing Communications

Name: Strategic Integrated Marketing Communications
Availability: OutOfStock
ISBN: 9780415822091

ISBN-10: 0415822092

ISBN-13: 9780415822091

Edition: 2nd 2014 (Revised)

Authors: Larry Percy

List price: $41.99

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Description:

With advancing technologies bringing novel, interesting promotional tools to our fingertips, theree(tm)s never been a more exciting time to be in marketing communications. Nevertheless, the newness of these opportunities brings uncertainty and even potential pitfalls as organisations try to integrate them. Managing these modes is, at its heart, a matter of strategy. A strategic approach to IMC will ensure you brand cohesion, cost effectiveness, a seamless experience of the customer, and a measurable contribution to the goals of the organisation. Now in its second edition, Strategic Integrated Marketing Communications is the only IMC textbook with a strategic perspective to help you meet…

Book details

List price: $41.99
Edition: 2nd
Copyright year: 2014
Publisher: Taylor & Francis Group
Publication date: 6/17/2014
Binding: Paperback
Pages: 334
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.100
Language: English




Introduction to IMC



Overview of IMC



Brands and IMC



Companies and IMC



Components of IMC



Traditional Advertising



Traditional Promotion



Direct Marketing and Other IMC Options



New Media



Creating Effective IMC Messages



Message Processing



Creative Execution



IMC Strategic Planning



Planning Consideration



Developing the Plan



Implementing the Plan