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Book synopsis

In a highly competitive market it is vital to effectively communicate the message of your product, service or idea. The starting point for effective marketing communication is an integrated marketing communication (IMC) plan. Developing Your Integrated Marketing Communication Plan is a highly practical workbook that takes students through the process of creating of an effective IMC plan, step by step. Accompanied by quotes from seasoned professionals, handy hints and a case study this book will help you and your marketing message succeed in our contemporary business environment. Topics include: understanding the market (situation analysis), establishing objectives, preparing a promotional budget, targeting a specific audience, developing an appropriate communication message, planning a creative strategy, selecting the most effective media, and organising evaluative controls on promotional activities.

Book details

Book category Books in English Economics, finance, business & management Business & management Business communication & presentation

• Full title: Developing your Integrated Marketing Communication Plan
• Author: David Waller
• Language: English
• Binding: Paperback
• Number of pages: 132
• EAN: 9781743072479
• ISBN: 1743072473
• ID: 02116010
• Publisher: McGraw-Hill Education
• Weight: 285 g
• Dimensions: 250 × 200 × 9 mm
• Date of publishing: 07. May 2012

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