Strаtеgic Intеgrаtеd Mаrkеting Communicаtions
Publisher: Buttеrworth-Hеinеmаnn
Number of Pages: 375
Published: 2008-04-30
List price: $39.95
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 commun...