Strategic Integrated Marketing Communication : Theory and Practice

This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. "Integrated Marketing Communications" is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets - i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on: effective brands having the right positioning and brand attitude; the use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently; and that IMC ensures that all marketing communications for brands also support the company's overall identity, image and reputation. This is an essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies. Once an emerging discipline IMC now lies at the heart of successful Marketing Strategy. Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this.