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Strategic Integrated Marketing Communication : Theory and Practice

ISBN: 9780750679800 | 0750679808
Edition: 1st
Format: Nonspecific Binding
Publisher: Routledge
Pub. Date: 7/13/2011

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SummaryTable of Contents
Larry Percy holds appointments as Visiting Professor at several top European business schools.
This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. "Integrated Marketing Communications" is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial ne... MORE
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
... MORE
Table of Contents provided by Publisher. All Rights Reserved.


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