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Strategic integrated marketing commu...

Percy, Larry.

Strategic integrated marketing communications /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Strategic integrated marketing communications // Larry Percy.
作者:	Percy, Larry.
出版者:	London :Routledge, : c2014.,
面頁冊數:	xiv, 320 p. :ill. ; : 24 cm.;
標題:	Communication in marketing. -
ISBN:	9780415822084

Strategic integrated marketing communications /
Percy, Larry.

Strategic integrated marketing communications /Larry Percy. - 2nd ed. - London :Routledge,c2014. - xiv, 320 p. :ill. ;24 cm.

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. "--

ISBN: 9780415822084

LCCN: 2013050202Subjects--Topical Terms:

570557
Communication in marketing.

LC Class. No.: HF5415.123 / .P475 2014

Dewey Class. No.: 658.8/02

Strategic integrated marketing communications /
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504 $a Includes bibliographical references and index.
520 # $a "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. "-- $c Provided by publisher.
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