A Practical Guide to Integrated Marketing Communications (Marketing in Action)

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9780749415204: A Practical Guide to Integrated Marketing Communications (Marketing in Action)
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The successful integration of all aspects of marketing communications around one core positioning for a company or brand is vital if busy marketers are to gain maximum impact and effectiveness from a given budget. This text shows how to define key audiences and messages, and develop a strategy that will increase marketing impact. The book assesses the strengths and weaknesses of the various communcations routes available and gives guidance on selecting the right mix to meet the agreed objectives.

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About the Author:

Tom Brannan is a leading thinker and practitioner in communications. he has marketed and sold worldwide in his work with companies such as Black & Decker, Unilever, ICI and Reuters. He has written and spoken extensively around the globe on all aspects of marketing. He is a past chairman of the Cartered Institute of Marketing and currently runs his own consultancy in marketing and marketing communications, Rapier Integrated, based in London.

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Brannan, Tom
Published by Kogan Page Ltd (1995)
ISBN 10: 0749415207 ISBN 13: 9780749415204
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Published by Kogan Page Ltd (1995)
ISBN 10: 0749415207 ISBN 13: 9780749415204
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