Strategic Integrated Marketing Communications
June 2008 · Routledge
4.0star
3 reviews
eBook
328
Pages
family_home
Eligible
info
About this eBook
This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on-
* Effective brands having the right positioning and brand attitude
* The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently
* That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation
* Effective brands having the right positioning and brand attitude
* The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently
* That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation
Ratings and reviews
4.0
3 reviews
Rate this eBook
Tell us what you think.
Reading information
Smartphones and tablets
Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.
Laptops and computers
You can listen to audiobooks purchased on Google Play using your computer's web browser.
eReaders and other devices
To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Centre instructions to transfer the files to supported eReaders.
