by Larry Percy · NTC Business Books · Tapa dura · ISBN 9780844235837
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«Strategies for Implementing Integrated Marketing Communications» is the marketing manual by Larry Percy, from NTC Business Books in hardcover, 241 pages.
The book explains how to plan integrated marketing communications (IMC) starting with the client to choose the appropriate channels. In ten chapters, it describes a methodology for developing effective IMC strategies and adapting implementation tactics, with models, forms and case studies of companies that have applied this approach.
Published in 1997 and copublished by NTC Business Books and the American Marketing Association; includes bibliographic references and an index.
Aimed at marketing professionals and students interested in planning integrated campaigns.
