Strategic Integrated Marketing Communications

This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on-

* Effective brands having the right positioning and brand attitude

* The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently

* That IMC is ensures that all marketing communications for brands also support the company’s overall identity, image and reputation

As a result this means the book itself is an integrated whole, not just a series of related chapters. It introduces the concept of IMC and what it can accomplish, then leads the reader through the thinking that is necessary to understand the issues involved with IMC strategic planning, how to develop effective executions within an IMC program, and then how to optimize delivery to the appropriate target audience. It will be an essential text for undergraduate, graduate and executive students.|This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on-

* Effective brands having the right positioning and brand attitude

* The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently

* That IMC is ensures that all marketing communications for brands also support the company’s overall identity, image and reputation

Currently a consultant in marketing and communication and Visiting Professor with appointments at a number of graduate business schools, Professor Percy has spent over 35 years as both a practitioner and academic. He has worked for several leading worldwide marketing communications organizations, and now consults with many major corporations and institutions (e.g. NASA). He has been part of the graduate faculty at the University of Pittsburgh, Carnegie-Mellon University, and Oxford University Said Business School. Currently, he has appointments as visiting professor at the Copenhagen Business School, Luiss School of Management (in Rome), Stockholm School of Economics, and the Stockholm University Graduate School of Communications.

Prof. Percy is the author of Strategies for Implementing Integrated Marketing Communication, and co-author or author of eight other books on marketing strategy and advertising theory, including the leading graduate textbook worldwide in advertising management. He has contributed over 80 published papers and journal articles to the field, and has served on the editorial board of a number of important journals (including the Journal of Marketing Research, Psychology in Marketing, Journal of Advertising) and currently sits on the editorial board of the International Journal of Advertising and the Journal of Current Issues and Research in Advertising. He has conducted numerous executive seminars, both in the United States and in Europe.