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.
|Publisher:||NTC Publishing Group|
|Product dimensions:||6.28(w) x 9.34(h) x 1.05(d)|
Table of Contents1. 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