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Strategic Integrated Marketing Communications

AUTHOR Percy, Larry
PUBLISHER Routledge (06/23/2014)
PRODUCT TYPE Hardcover (Hardcover)

Description
  • 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
Show More
Product Format
Product Details
ISBN-13: 9780415822084
ISBN-10: 0415822084
Binding: Hardback or Cased Book (Sewn)
Content Language: English
Edition Number: 0002
More Product Details
Page Count: 320
Carton Quantity: 22
Product Dimensions: 6.30 x 1.00 x 9.20 inches
Weight: 1.30 pound(s)
Feature Codes: Bibliography, Index, Glossary, Illustrated
Country of Origin: US
Subject Information
BISAC Categories
Business & Economics | Marketing - General
Dewey Decimal: 658.802
Library of Congress Control Number: 2013050202
Descriptions, Reviews, Etc.
publisher marketing
  • 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
Show More

Author: Percy, Larry
Larry Percy is Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising
research at Carnegie-Mellon University and the University of Pittsburgh. He is the author of several other books on advertising and marketing communications and sits on the editorial board of a number of journals, including the Journal of Marketing Research. He is also a former Industry Director of
the Association for Consumer Research in the United States. Richard Elliott is Professor of Marketing and Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter. He has worked in brand management with a number of multinationals and was
formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Lancaster University, the London Business School, and the ESSEC in Paris. His research interests include socio-cultural aspects of advertising,
dysfunctional consumer behaviour, and consumption and self-identity issues.
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Your Price  $175.00