Strategic integrated marketing communications:
This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effect...
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Abingdon, Oxon New York, NY
Routledge
2023
|
| Ausgabe: | Fourth edition. |
| Schlagwörter: | |
| Links: | https://learning.oreilly.com/library/view/-/9781000842937/?ar |
| Zusammenfassung: | This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (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 considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with desktop' tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management. |
| Beschreibung: | Includes bibliographical references and index. - Description based on online resource; title from digital title page (viewed on May 16, 2023) |
| Umfang: | 1 Online-Ressource (xiv, 303 Seiten) illustrations |
| ISBN: | 9781000842883 1000842886 9781003169635 1003169635 9781000842937 1000842932 |
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| language | English |
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| spelling | Percy, Larry VerfasserIn aut Strategic integrated marketing communications Larry Percy Fourth edition. Abingdon, Oxon New York, NY Routledge 2023 ©2023 1 Online-Ressource (xiv, 303 Seiten) illustrations Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier Includes bibliographical references and index. - Description based on online resource; title from digital title page (viewed on May 16, 2023) This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (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 considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with desktop' tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management. Communication in marketing Strategic planning Communication en marketing Planification stratégique BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Business Communication / General BUSINESS & ECONOMICS / Advertising & Promotion 036777061X Erscheint auch als Druck-Ausgabe 036777061X |
| spellingShingle | Percy, Larry Strategic integrated marketing communications Communication in marketing Strategic planning Communication en marketing Planification stratégique BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Business Communication / General BUSINESS & ECONOMICS / Advertising & Promotion |
| title | Strategic integrated marketing communications |
| title_auth | Strategic integrated marketing communications |
| title_exact_search | Strategic integrated marketing communications |
| title_full | Strategic integrated marketing communications Larry Percy |
| title_fullStr | Strategic integrated marketing communications Larry Percy |
| title_full_unstemmed | Strategic integrated marketing communications Larry Percy |
| title_short | Strategic integrated marketing communications |
| title_sort | strategic integrated marketing communications |
| topic | Communication in marketing Strategic planning Communication en marketing Planification stratégique BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Business Communication / General BUSINESS & ECONOMICS / Advertising & Promotion |
| topic_facet | Communication in marketing Strategic planning Communication en marketing Planification stratégique BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Business Communication / General BUSINESS & ECONOMICS / Advertising & Promotion |
| work_keys_str_mv | AT percylarry strategicintegratedmarketingcommunications |