Strategic integrated marketing communications (Second edition)

An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companiesThis new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspectiveCorporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience.

As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation.

This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing functionNew chapter on message development and an enhanced chapter on the IMC planRobust pedagogy to help reinforce learning and memoryEnhanced teaching materials online to help lecturers prepare their coursesBrand new real-life case study vignettes