Strategic Integrated Marketing Communication Theory and Practice

Name: Strategic Integrated Marketing Communication Theory and Practice
Price: 5.69 USD
Availability: InStock
ISBN: 9780750679800

ISBN-10: 0750679808

ISBN-13: 9780750679800

Edition: 2008

Authors: Larry Percy

List price: $55.95

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Description:

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…

Book details

List price: $55.95
Copyright year: 2008
Publisher: Routledge
Publication date: 7/13/2011
Binding: Paperback
Pages: 322
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