"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. "--
- An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies
- This new edition is still the only textbook on the market to deal 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
Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published.
New to this edition:
- New sections on social media and now to integrate them into your marketing function
- New chapter on message development and an enhanced chapter on the IMC plan
- 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
