Strategies For Implementing Integrated Marketing Communications

Strategies For Implementing Integrated Marketing Communications

by Larry Percy




Here's the book that outlines approaches for developing the most effective IMC strategies and tailoring the tactics needed for effective implementation. It includes case studies and plenty of examples with practical guidance.

Product Details

ISBN-13: 9780844235837
Publisher: NTC Publishing Group
Publication date: 08/28/1997
Pages: 241
Product dimensions: 6.28(w) x 9.34(h) x 1.05(d)

Table of Contents

1. Overview of Integrated Marketing Communications 2. Initial IMC Planning Considerations 3. IMC Planning Tools 4. Integrating Advertising and Promotion 5. Selecting Promotion Tactics 6. Direct Marketing and Channels Marketing 7. Integrating Media Strategy 8. Identifying IMC Opportunities 9. Problems in IMC Implementation 10. IMC Applications: Three Case Studies

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews