000			02165cam a2200325 a 4500
001			000043148280
003			AuCNLKIN
005			20220701130201.0
008			080611s2008 enka 001 0 eng d
020			_a9780750679800
020			_a0750679808
040			_aWMDU _cd
082	0	4	_a658.802 PER _222
100	1		_aPercy, Larry. _912182
245	1	0	_aStrategic integrated marketing communication : _btheory and practice / _cLarry Percy.
246	3	4	_aStrategic integrated marketing communications.
250			_a1st ed.
260			_aOxford : _bElsevier/Butterworth-Heinemann, _c2008.
300			_axiii, 308 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
505	0	0	_gSect. I _tIntroduction to IMC -- _g1 _tOverview of IMC -- _g2 _tBrands and IMC -- _g3 _tCompanies and IMC -- _gSect. II _tComponents of IMC -- _g4 _tTraditional advertising -- _g5 _tTraditional promotion -- _g6 _tNew media and other IMC options -- _g7 _tDirect marketing and channels marketing -- _gSect. III _tIMC messages -- _g8 _tMessage processing -- _g9 _tCreative execution -- _gSect. IV _tThe IMC plan -- _g10 _tPlanning considerations -- _g11 _tThe IMC planning process -- _g12 _tFinalizing and implementing the IMC plan.
520	1		_a"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.
650		0	_aCommunication in marketing. _9835
650		0	_aStrategic planning.
942			_2ddc _cBK
956			_aBENTLEYS _b99 _c20090226 _lCUR01 _h1129
956			_aBENTLEYS _b99 _c20090325 _lCUR01 _h1240
956			_aBATCH-UPD _b99 _c20090326 _lCUR01 _h0413
956			_aBATCH-UPD _b99 _c20090326 _lCUR01 _h0413
999			_c1518 _d1518