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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.
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Dr Larry Percy is Professor of marketing at the Copenhagen Business School as well as a marketing and communications consultant with over 40 years’ experience. Dr Percy has previously held posts at University of Pittsburgh's Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. He has over 90 publications to his name, including 12 books, and has served on the editorial board of a number of academic journalsReview:
‘Even the best strategic brand positioning is likely to run astray without the execution of a superbly integrated marketing communication plan. Dr Percy offers such a plan in a lucid, insightful and well organized text, through examples and deep insights explaining the indispensable elements in a step-by-step way. The text is very readable and at the same time provides an excellent integration of theoretical depth with practical savviness. Where other texts merely offer a how-to make an IMC plan Dr Percy goes much deeper; stimulating reflection as well as answering important conceptual why-questions. This book will also serve as an excellent reference text for when students enter the workplace.’ – Professor Torsten Ringberg, Department of Marketing Management, Copenhagen Business School, Denmark
‘A most valuable presentation of the most important tools of IMC and how they relate to companies’ branding strategy through a knowledgeable eye’ - Dr Natalia Yannpoulou, Senior Lecturer, Newcastle University, Business School, UK
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