000			02188cam a2200313 i 4500
001			17988282
003			BD-DhULA
005			20251209181459.0
008			140106s2014 enka b 001 0 eng
020			_a9780367770624
040			_aBD-DhULA _cBD-DhULA
041			_aEnglish
082	0	4	_a658.8 _223 _bPES
100	1		_aPercy, Larry. _93359
245	1	0	_aStrategic integrated marketing communications / _cby Larry Percy.
250			_a4th ed.
264		1	_aLondon, UK : _bRoutledge, _cc2023.
300			_axiv, 303 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
520			_a"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. "-- _cProvided by publisher.
526	0		_aBBA
650	0	4	_aCommunication in marketing. _93360
650	0	4	_aStrategic planning. _91278
650	0	4	_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh _93361
650	0	4	_aBUSINESS & ECONOMICS / General. _2bisacsh _93362
650	0	4	_aGED _915
650	0	4	_aGeneral Education _916
942			_2ddc _cBOOK _n0
999			_c12647 _d12647