Here's the book that outlines approaches for developing the most effective IMC strategies and tailoring the tactics needed for effective implementation. It includes case studies and plenty of examples with practical guidance.
Customer Reviews:
Avg. Customer Rating: 2.5 / 5.0
Nothing new:
I've found this book very theoretical and very unpractical. True it explains what IMC is but it doesn't give it in a simple, clear and creative way. It's more like 1+1 = 2 and that's the way it should be. I wouldn't recommend it for people who want to learn what exactly IMC is about and how different it is from traditional marketing, I am sure other authors have written better books than this one regarding this issue. As for someone who knows what IMC is, I still wouldn't recommend it if people want to gain... more info
I've read better...:
Although Larry Percy makes a few original points, I felt like I was reading a summarized version of one of Don Schultz's writings on Integrated Marketing Communications. Particularly in the implementation section, he explains the problems, but offers no tangible solutions. I found that other books on the topic were much more helpful and considerably more thorough.
Thoroughly professional:
This book offers a hands-on way of dealing with a very complicated issue. it provides all kinds of tools and aids for implementing effective integrated marketing communication programs.
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