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Strategic Integrated Marketing Communication
Larry Percy
其他書名
Theory and Practice
出版Routledge, 2008
主題Business & Economics / GeneralBusiness & Economics / Advertising & PromotionBusiness & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / Management
ISBN07506798089780750679800
URLhttp://books.google.com.hk/books?id=VlzuDNoV4hkC&hl=&source=gbs_api
EBookSAMPLE
註釋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