TY  - BOOK
AU  - Percy,Larry
TI  - Strategic integrated marketing communication: theory and practice 
SN  - 9780750679800
U1  - 658.802 PER 22
PY  - 2008///
CY  - Oxford
PB  - Elsevier/Butterworth-Heinemann
KW  - Communication in marketing
KW  - Strategic planning
N1  - Includes bibliographical references and index; Sect. I; Introduction to IMC --; 1; Overview of IMC --; 2; Brands and IMC --; 3; Companies and IMC --; Sect. II; Components of IMC --; 4; Traditional advertising --; 5; Traditional promotion --; 6; New media and other IMC options --; 7; Direct marketing and channels marketing --; Sect. III; IMC messages --; 8; Message processing --; 9; Creative execution --; Sect. IV; The IMC plan --; 10; Planning considerations --; 11; The IMC planning process --; 12; Finalizing and implementing the IMC plan
N2  - "This 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 organizations 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 utilization of multiple communications options in a campaign."--BOOK JACKET
ER  -