Cover image for Strategic integrated marketing communications
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.
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Book 7.2/15/40180 HF5415.123 P475 2014
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