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Strategic integrated marketing communications / Larry Percy.

By: Percy, Larry
Material type: TextTextPublisher: Abingdon, Oxon : Routledge, 2008Edition: 1st edDescription: xiv, 320 pages : illustrations, tables : 25 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780750679800Subject(s): Communication in marketing | Strategic planning | BUSINESS & ECONOMICS / Marketing / General | BUSINESS & ECONOMICS / GeneralDDC classification: 658.802 LOC classification: HF5415.123 | .P475 2014Other classification: BUS043000 | BUS000000 Summary: "With advancing technologies bringing novel, interesting promotional tools to our fingertips, there's never been a more exciting time to be in marketing communications. Nevertheless, the newness of these opportunities brings uncertainty and even potential pitfalls as organisations try to integrate them. Managing these modes is, at its heart, a matter of strategy. A strategic approach to IMC will ensure you brand cohesion, cost effectiveness, a seamless experience of the customer, and a measurable contribution to the goals of the organisation. Now in its second edition, Strategic Integrated Marketing Communications is the only IMC textbook with a strategic perspective to help you meet these goals. New to this edition: New chapters on social media and now to integrate them into your marketing function 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 An extended section on IMC and planningAs an experienced top-level consultant, Percy writes with practicality, clarity and brevity, making this the perfect textbook of choice for shorter courses and learning professionals. "--
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Item type Current location Call number Status Date due Barcode
Books Books Centeral Library
First floor - Management
658.802 P.L.S 2008 (Browse shelf) Available 11026-2
Books Books Centeral Library
First floor - Management
658.802 P.L.S 2008 (Browse shelf) Available 11026-1

Includes bibliographical references and index.

"With advancing technologies bringing novel, interesting promotional tools to our fingertips, there's never been a more exciting time to be in marketing communications. Nevertheless, the newness of these opportunities brings uncertainty and even potential pitfalls as organisations try to integrate them. Managing these modes is, at its heart, a matter of strategy. A strategic approach to IMC will ensure you brand cohesion, cost effectiveness, a seamless experience of the customer, and a measurable contribution to the goals of the organisation. Now in its second edition, Strategic Integrated Marketing Communications is the only IMC textbook with a strategic perspective to help you meet these goals. New to this edition: New chapters on social media and now to integrate them into your marketing function 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 An extended section on IMC and planningAs an experienced top-level consultant, Percy writes with practicality, clarity and brevity, making this the perfect textbook of choice for shorter courses and learning professionals. "--

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