Ebook Strategic integrated marketing communication: Theory and practice - Larry Percy

Ebook "Strategic integrated marketing communication: Theory and practice" 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.

Từ khóa: Strategic integrated marketing communication, Integrated marketing communication, Larry Percy, IMC strategic planning, Corporate communication, Incentive promotion cost, Communication response sequence