rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Strategic integrated marketing communications
  name:
    name part: Percy, Larry
    role:
      role term: creator
    role:
      role term: aut
  type of resource: text
  genre: bibliography
  genre: monografie
  genre: monographs
  origin info:
    place:
      place term: xxk
    place:
      place term: Abingdon
    place:
      place term: New York
    publisher: Routledge
    date issued: 2014
    edition: 2nd ed.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    form: regular print
    extent: xiv, 320 s. : il. ; 25 cm
  abstract: "With advancing technologies bringing novel, interesting promotional tools to our fingertips, there's never been a more exciting time to be in marketing communications. Nevertheless, the newness of these opportunities brings uncertainty and even potential pitfalls as organisations try to integrate them. Managing these modes is, at its heart, a matter of strategy. A strategic approach to IMC will ensure you brand cohesion, cost effectiveness, a seamless experience of the customer, and a measurable contribution to the goals of the organisation. Now in its second edition, Strategic Integrated Marketing Communications is the only IMC textbook with a strategic perspective to help you meet these goals. New to this edition: New chapters on social media and now to integrate them into your marketing function Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes An extended section on IMC and planningAs an experienced top-level consultant, Percy writes with practicality, clarity and brevity, making this the perfect textbook of choice for shorter courses and learning professionals. "--Resumé vydavatele
  note: Larry Percy
  note: Terminologický slovník
  note: Obsahuje bibliografické odkazy a rejstřík
  subject:
    topic: marketingová komunikace
  subject:
    topic: strategický management
  subject:
    topic: communication in marketing
  subject:
    topic: strategic planning
  classification: 658.8:316.77
  classification: 005.21
  classification: (048.8)
  identifier: 9780415822084
  identifier: 978-0-415-82209-1
  identifier: 978-0-203-55391-6
  record info:
    record content source: DLC
    record creation date: 140106
    record change date: 20240829154634.0
    record identifier: 77177
    language of cataloging:
      language term: cze