| 000 | 02427cam a2200361 i 4500 | ||
|---|---|---|---|
| 999 |
_c8961 _d8961 |
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| 001 | 17988282 | ||
| 005 | 20180808095834.0 | ||
| 008 | 140106s2014 enka b 001 0 eng | ||
| 010 | _a 2013050202 | ||
| 020 | _a9780750679800 | ||
| 040 |
_aDLC _beng _cDLC _erda |
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| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.123 _b.P475 2014 |
| 082 | 0 | 0 |
_a658.802 _223 |
| 084 |
_aBUS043000 _aBUS000000 _2bisacsh |
||
| 100 | 1 | _aPercy, Larry. | |
| 245 | 1 | 0 |
_aStrategic integrated marketing communications / _cLarry Percy. |
| 250 | _a1st ed | ||
| 264 | 1 |
_aAbingdon, Oxon : _bRoutledge, _c2008 |
|
| 300 |
_axiv, 320 pages : _billustrations, tables : _c25 cm |
||
| 336 |
_atext _2rdacontent |
||
| 337 |
_aunmediated _2rdamedia |
||
| 338 |
_avolume _2rdacarrier |
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| 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. "-- | ||
| 650 | 0 | _aCommunication in marketing. | |
| 650 | 0 | _aStrategic planning. | |
| 650 | 7 |
_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh |
|
| 650 | 7 |
_aBUSINESS & ECONOMICS / General. _2bisacsh |
|
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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