Strategic integrated marketing communications
by
Percy, Larry.
Title
:
Strategic integrated marketing communications
Author
:
Percy, Larry.
ISBN
:
9780415822084
9780415822091
Edition
:
Second edition.
Publication Information
:
Abingdon, Oxon : Routledge, 2014.
Physical Description
:
xiv, 320 pages : illustrations, tables ; 25 cm
Contents
:
PART I Introduction to IMC -- 1 Overview of IMC -- 2 Brands and IMC -- 3 Companies and IMC -- PART II Components of IMC -- 4 Traditional advertising -- 5 Traditional promotion -- 6 Non-traditional media -- PART III IMC messages -- 7 Message processing -- 8 Message development -- 9 Creative execution -- PART IV The IMC plan -- 10 Planning considerations -- 11 The IMC planning process -- 12 Finalizing and implementing the IMC plan.
Subject Term
:
Communication in marketing.
Strategic planning.
| Library | Material Type | Item Barcode | Shelf Number | [[missing key: search.ChildField.HOLDING]] | Status |
|---|
| Beytepe Library | Book | 7.2/15/40180 | HF5415.123 P475 2014 | | Beytepe Genel Koleksiyon |