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Strategic Integrated Marketing Communications by Larry Percy (Paperback, 2014)

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About this product

Product Information

An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes

Product Identifiers

Publisher
Taylor & Francis Ltd
ISBN-13
9780415822091
eBay Product ID (ePID)
209181625

Product Key Features

Author
Larry Percy
Publication Name
Strategic Integrated Marketing Communications
Format
Paperback
Language
English
Subject
Marketing, Business
Publication Year
2014
Type
Textbook
Number of Pages
320 Pages

Dimensions

Item Height
234mm
Item Width
156mm
Item Weight
499g

Additional Product Features

Title_Author
Larry Percy
Country/Region of Manufacture
United Kingdom

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