Strategic Integrated Marketing Communications

Author:   Larry Percy (Larry Percy Consulting, USA)
Publisher:   Taylor & Francis Ltd
Edition:   4th edition
ISBN:  

9780367770624


Pages:   304
Publication Date:   03 March 2023
Format:   Paperback
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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Strategic Integrated Marketing Communications


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Author:   Larry Percy (Larry Percy Consulting, USA)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   4th edition
Weight:   0.520kg
ISBN:  

9780367770624


ISBN 10:   0367770628
Pages:   304
Publication Date:   03 March 2023
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Part 1: Introduction to IMC 1. Overview of IMC 2. Brands and IMC 3. Companies and IMC Part 2: Components of IMC 4. Advertising 5. Promotion 6. Media 7. Additional delivery options Part 3: IMC messages 8. Message processing 9. Message development 10. Creative execution Part 4: The IMC plan 11. Planning considerations 12. The IMC planning process 13. Finalizing and implementing the IMC plan

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Author Information

Larry Percy is a marketing and communications expert and consultant with more than 40 years’ experience. He previously held posts at Copenhagen Business School, University of Pittsburgh’s Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. He has more than 90 publications to his name, including 12 books, and has served on the editorial board of a number of academic journals.

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