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Strategic integrated marketing communications /

Percy, Larry

Strategic integrated marketing communications / Larry Percy - Fourth Edition - Abingdon [London] : Routledge, c2023 - xi, 303 pages : illustrations ; 25 cm.

Includes index.

Part I: Introduction -- Part II: Components of IMC -- Part III: IMC messages -- Part IV: The IMC plan.

"This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme." -- Back cover

ISBN: 9780367770624

Subjects--Topical Terms:
COMMUNICATION IN MARKETING
STRATEGIC PLANNING

LC Class. No.: HF 5415.123 .P47 2023

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