Strategic integrated marketing communications:
The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with pract...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
2018
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| Ausgabe: | Third edition |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then looks at what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. Everything is then pulled together, providing a detailed, practical overview of the strategic planning process, what goes into it, and how it is implemented. Numerous examples and cases are included, along with d̀esktop' tools and worksheets for developing and implementing an IMC plan. Thoroughly updated, with special attention throughout to the increasing importance of digital media in marketing communication, new to this edition are: the introduction of a general model of positioning and the important relationship between positioning and brand awareness and brand attitude strategy; a look at the role of the preconscious in message processing; a much expanded look at media and media planning concepts; an expanded and more detailed section on digital media; a section on content marketing |
| Beschreibung: | Description based on print version record |
| Beschreibung: | 1 online resource (xiv, 305 pages.) |
| ISBN: | 9781315164342 1315164345 |
Internformat
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| 500 | |a Description based on print version record | ||
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Datensatz im Suchindex
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| author | Percy, Larry |
| author_facet | Percy, Larry |
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| author_sort | Percy, Larry |
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| building | Verbundindex |
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| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | Third edition |
| format | Electronic eBook |
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| id | DE-604.BV047011533 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:10Z |
| indexdate | 2024-07-10T09:00:05Z |
| institution | BVB |
| isbn | 9781315164342 1315164345 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032419070 |
| open_access_boolean | |
| physical | 1 online resource (xiv, 305 pages.) |
| psigel | ZDB-7-TFC |
| publishDate | 2018 |
| publishDateSearch | 2018 |
| publishDateSort | 2018 |
| publisher | Routledge |
| record_format | marc |
| spelling | Percy, Larry Verfasser aut Strategic integrated marketing communications Larry Percy Third edition London Routledge 2018 1 online resource (xiv, 305 pages.) txt rdacontent c rdamedia cr rdacarrier Description based on print version record The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then looks at what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. Everything is then pulled together, providing a detailed, practical overview of the strategic planning process, what goes into it, and how it is implemented. Numerous examples and cases are included, along with d̀esktop' tools and worksheets for developing and implementing an IMC plan. Thoroughly updated, with special attention throughout to the increasing importance of digital media in marketing communication, new to this edition are: the introduction of a general model of positioning and the important relationship between positioning and brand awareness and brand attitude strategy; a look at the role of the preconscious in message processing; a much expanded look at media and media planning concepts; an expanded and more detailed section on digital media; a section on content marketing Communication in marketing Strategic planning https://www.taylorfrancis.com/books/9781315164342 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Percy, Larry Strategic integrated marketing communications Communication in marketing Strategic planning |
| title | Strategic integrated marketing communications |
| title_auth | Strategic integrated marketing communications |
| title_exact_search | Strategic integrated marketing communications |
| title_exact_search_txtP | Strategic integrated marketing communications |
| title_full | Strategic integrated marketing communications Larry Percy |
| title_fullStr | Strategic integrated marketing communications Larry Percy |
| title_full_unstemmed | Strategic integrated marketing communications Larry Percy |
| title_short | Strategic integrated marketing communications |
| title_sort | strategic integrated marketing communications |
| topic | Communication in marketing Strategic planning |
| topic_facet | Communication in marketing Strategic planning |
| url | https://www.taylorfrancis.com/books/9781315164342 |
| work_keys_str_mv | AT percylarry strategicintegratedmarketingcommunications |