Strategic integrated marketing communications /
By: Percy, Larry.
Publisher: Abingdon, Oxon : Routledge, 2014Edition: Second edition.Description: xiv, 320 pages : ill. ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780415822084; 9780415822084:; 0415822084; 9780415822091; 0415822092.Subject(s): Communication in marketing
| Marketing | Strategic planningDDC classification: 658.802 Summary: "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. "--Summary: This is a textbook which deals with all aspects of IMC from a strategic perspective. Corporate image, identity, and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.802 PER (Browse shelf(Opens below)) | 1 | Available | 0064037 |
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| 658.802 PEL Marketing communications / | 658.802 PEL Marketing communications / | 658.802 PEL Marketing communications : a European perspective / | 658.802 PER Strategic integrated marketing communications / | 658.802 POL Environmental marketing : strategies, practice, theory, and research / | 658.802 RAN Marketing strategies : a 21st century approach / | 658.802 RIN Scenarios in marketing : from vision to decision / |
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. "--
This is a textbook which deals with all aspects of IMC from a strategic perspective. Corporate image, identity, and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this.