Here's the book that outlines approaches for developing the most effective IMC strategies and tailoring the tactics needed for effective implementation. It includes case studies and plenty of examples with practical guidance.
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Most Helpful Customer Reviews
12 of 12 people found the following review helpful:
2.0 out of 5 stars
I've read better...,
By A Customer
This review is from: Strategies for Implementing Integrated Marketing Communications (Hardcover)
Although Larry Percy makes a few original points, I felt like I was reading a summarized version of one of Don Schultz's writings on Integrated Marketing Communications. Particularly in the implementation section, he explains the problems, but offers no tangible solutions. I found that other books on the topic were much more helpful and considerably more thorough.
1 of 1 people found the following review helpful:
1.0 out of 5 stars
Nothing new,
By "dohamegahed" (Australia) - See all my reviews
This review is from: Strategies for Implementing Integrated Marketing Communications (Hardcover)
I've found this book very theoretical and very unpractical. True it explains what IMC is but it doesn't give it in a simple, clear and creative way. It's more like 1+1 = 2 and that's the way it should be. I wouldn't recommend it for people who want to learn what exactly IMC is about and how different it is from traditional marketing, I am sure other authors have written better books than this one regarding this issue. As for someone who knows what IMC is, I still wouldn't recommend it if people want to gain new insights other than the ones they already have. It's probably more of a revision book...that is if someone wants to revise all the theory again! It reminds me more of an educational textbook, and even if it's just that I still wouldn't recommend it because it's unpracticle and doesn't have that creative edge I feel is needed when dealing with marketing.
2 of 6 people found the following review helpful:
5.0 out of 5 stars
Thoroughly professional,
By A Customer
This review is from: Strategies for Implementing Integrated Marketing Communications (Hardcover)
This book offers a hands-on way of dealing with a very complicated issue. it provides all kinds of tools and aids for implementing effective integrated marketing communication programs.
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
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First Sentence:
The roles of advertising and promotion in today's marketing communications mix have changed significantly in the last ten years. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
brand attitude strategy, brand attitude strategies, five communication effects, eyecare professional, repeat purchase promotions, glass photochromic lenses, marketing communication options, positive brand attitude, brand awareness objective, need arousal stage, recall brand awareness, brand purchase intention, cruise fair, minimum effective frequency, purchase facilitation, integrated marketing communications program, potential cruiser, high involvement decision, creative brief, direct marketing media, brand switchers, recall awareness, trial promotions, trade coupons, high involvement products Key Phrases - Capitalized Phrases (CAPs): (learn more)
Task Grid, Lichtwer Pharma, Decision Grid, Marketing News, Media Budget Allocation Grid, Adelphia Cable, Integrated Communication, New York, Transitions Optical, Interpublic Group of Companies, Lawrence Erlbaum Associates, Leo Burnett, Business Books, Overcome the Barriers New!
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
The roles of advertising and promotion in today's marketing communications mix have changed significantly in the last ten years. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
brand attitude strategy, brand attitude strategies, five communication effects, eyecare professional, repeat purchase promotions, glass photochromic lenses, marketing communication options, positive brand attitude, brand awareness objective, need arousal stage, recall brand awareness, brand purchase intention, cruise fair, minimum effective frequency, purchase facilitation, integrated marketing communications program, potential cruiser, high involvement decision, creative brief, direct marketing media, brand switchers, recall awareness, trial promotions, trade coupons, high involvement products Key Phrases - Capitalized Phrases (CAPs): (learn more)
Task Grid, Lichtwer Pharma, Decision Grid, Marketing News, Media Budget Allocation Grid, Adelphia Cable, Integrated Communication, New York, Transitions Optical, Interpublic Group of Companies, Lawrence Erlbaum Associates, Leo Burnett, Business Books, Overcome the Barriers New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 8
books:
See all 8 books this book cites
4
books
cite this book:
- Advertising Communications and Promotion Management by John R. Rossiter in Front Matter, page 15, and page 41
- Marketing Communications by John R. Rossiter on page 11, and page 15
- Marketing Management (12th Edition) by Philip Kotler on page 74
- Marketing Strategy by O. C. Ferrell on page 74
- Marketing Strategy and Plans by David Johnston Luck on page 74
See all 8 books this book cites
- Erfolgskontrolle der Integrierten Kommunikation: Messung des Entwicklungsstandes integrierter Kommunikationsarbeit in Unternehmen (Basler Schriften zum Marketing) (German Edition) by Markus Stumpf in Back Matter
- The One to One Fieldbook by Don Peppers on page 339
- Wirkung integrierter Kommunikation (German Edition) by Franz-Rudolf Esch in Back Matter
- in Back Matter
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