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Strategic integrated marketing communications / Larry Percy

ISBN
9780367770624
Lần xuất bản
4th ed.
Mã xếp giá
658.802 P431
Tên tác giả
Percy, Larry
Nhà xuất bản
Routledge
Năm phát hành
2023
Mô tả vật lý
xiv, 303 pages : illustrations ;23 cm
Từ khóa
Strategic integrated
Marketing
Intergrated Marketing
Digital World
Môn học
IMC301
Ldr
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$aPercy, Larry
245
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$aStrategic integrated marketing communications /$cLarry Percy
250
##
$a4th ed.
260
##
$aAbingdon, Oxon :$bRoutledge,$c2023
300
##
$axiv, 303 pages :$billustrations ;$c23 cm
520
##
$aThis book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with desktop' tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management
650
##
$aIMC301
653
##
$aDigital World
653
##
$aIntergrated Marketing
653
##
$aMarketing
653
##
$aStrategic integrated
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