Strategic Integrated Marketing Communications - resenha crítica

Sobre o microbook

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

Mais livros em

Como Mentir com Estatística

Darrell Heff

Superfandom

Aaron M. Glazer & Zoe Fraade-Blanar

Meditação

12min Originals & Zen App

O Gambito da Rainha

Walter Tevis

Isso é marketing

Seth Godin

SuperFoco

Mário Antônio Porto Fonseca

A História da Heineken

Barbara Smit

Sonhe, acredite e faça

Edmar Castelo & Leandro Castelo & Leonardo Castelo

Faça fortuna com ações, antes que seja tarde

Décio Bazin

Como fazer sua (próxima) carreira decolar

Dale Carnegie