(0) items

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Strategic Integrated Marketing Communications



by ;
Nonspecific Binding
Pub. Date:
List Price: $55.95



Rent Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

New Textbook

We're Sorry
Sold Out

More New and Used
from Private Sellers
Starting at $3.29

Questions About This Book?

What version or edition is this?

This is the 1st edition with a publication date of 7/13/2011.

What is included with this book?

  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically only the book itself is included.


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.

Table of Contents

Introduction to IMC
Overview of IMC
Brands and IMC
Companies and IMC
Traditional Advertising
Traditional Promotion
Direct Marketing and Other IMC Options
New Media
Message Processing
Creative Execution
Planning Consideration
Implementing the Plan
Table of Contents provided by Publisher. All Rights Reserved.

Please wait while the item is added to your cart...