Title:
Strategic integrated marketing communications
Author:
Percy, Larry, author.
ISBN:
9781138058323
9781138056251
Personal Author:
Edition:
Third edition.
Physical Description:
xiv, 305 pages : illustrations (black and white) ; 24 cm
General Note:
Previous edition: 2014.
Contents:
Overview of IMC -- Brands and IMC -- Companies and IMC -- Advertising -- Promotion -- Media -- Additional delivery options -- Message processing -- Message development -- Creative execution -- Planning considerations -- The IMC planning process -- Finalizing and implementing the IMC plan.
Abstract:
This is a textbook which deals 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.
Reading Level:
Specialized.
Copies: