by Larry Percy · Routledge · tapa blanda · ISBN 9780415822091
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«Strategic Integrated Marketing Communications» is Larry Percy's marketing textbook, published by Routledge in paperback (334 pages, in English).
Marketing textbook on integrated marketing communications (IMC) with a strategic perspective: positioning, brand attitude, and message coherence with corporate identity, image, and reputation. The second edition adds chapters on social media and message development, expands the IMC plan, and includes case studies.
Second edition, published in 2014. Larry Percy is a professor of marketing at Copenhagen Business School and a consultant with over 40 years of experience.
For students of marketing, communications, and advertising, and for professionals seeking a strategic approach to marketing communications.
Tapa dura
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