Alfred Street (University of Auckland Store)
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Strategic Integrated Marketing Communications
Paperback Edition: 4
This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (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 considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with 'desktop' tools and worksheets for developing and implementing an IMC plan./p> /p> The 4th edition of this classic textbook has been fully updated throughout/
Pages : 238
Publisher : Routledge
Publication date : 2023-03-03
Subjects: Non-fiction, Law, Constitutional & Administrative Law, Criminal Law & Procedure, Entertainment & Media Law, Environment, Transport & Planning Law, Financial Law, Legal System: General, Advertising, Sales & Marketing Management