Strategic Integrated Marketing Communications
The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective 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 looks at what goes into developing and executing effective…
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Produktdetails
- ISBN: 978-1-351-67385-3
- EAN: 9781351673853
- Produktnummer: 31323028
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2018
- Seitenangabe: 320 S.
- Plattform: EPUB
- Masse: 6'576 KB
- Auflage: 3. Auflage
- Abbildungen: 40 schwarz-weiße Abbildungen, 19 schwarz-weiße Fotos, 21 schwarz-weiße Zeichnungen, 46 schwarz-weiße Tabellen
Über den Autor
Larry Percy is Professor of Marketing at the Copenhagen Business School, as well as a marketing and communications consultant with more than 40 years' experience. Dr Percy has previously held posts at 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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