{"product_id":"strategic-integrated-marketing-communications-book-larry-percy-9780415822091","title":"Strategic Integrated Marketing Communications","description":"\u003cul\u003e\n\u003cli\u003eAn essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies\u003c\/li\u003e\n\u003cli\u003e\u003cp\u003e\n\u003c\/p\u003e\u003c\/li\u003e\n\u003cli\u003eThis new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\n\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eCorporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this \u003c\/li\u003e\n\u003cli\u003e\u003cp\u003e\u003c\/p\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003eIntegrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003eNew to this edition: \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003cp\u003e\n\u003c\/p\u003e\u003c\/li\u003e\n\u003cli\u003eNew sections on social media and now to integrate them into your marketing function\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\n\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eNew chapter on message development and an enhanced chapter on the IMC plan\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\n\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eRobust pedagogy to help reinforce learning and memory\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\n\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eEnhanced teaching materials online to help lecturers prepare their courses\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\n\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eBrand new real-life case study vignettes\u003c\/li\u003e\n\u003cli\u003e\u003cp\u003e\u003c\/p\u003e\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"WoB","offers":[{"title":"- \/ - \/ INTERNAL","offer_id":53049793184017,"sku":null,"price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":53049793577233,"sku":"CIN0415822092VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9780415822091.jpg?v=1769034103","url":"https:\/\/www.worldofbooks.com\/en-gb\/products\/strategic-integrated-marketing-communications-book-larry-percy-9780415822091","provider":"World of Books ","version":"1.0","type":"link"}