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 * An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies* Once an emerging discipline IMC now lies at the heart of successful Marketing Strategy* Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this

这本令人兴奋和全面的新教科书涉及从战略角度整合营销传播的各个方面。整合营销传播是以系统的方式进行规划，为合适的目标受众确定最有效和一致的信息。这本书清楚地表明，在那些品牌的需求可能会在追求整合营销传播预算的管理需求中消失的组织中，这是很少实现的，即内部馅饼的份额比外部影响更重要。它表明，整合营销传播不仅仅是在一个活动中利用多种传播方式，而是取决于-*有效的品牌拥有正确的定位和品牌态度*利用整合营销传播确保品牌传播的各个方面始终如一地强化品牌信息*整合营销传播确保所有营销品牌传播也支持公司的整体形象，形象和声誉*对于今天的营销人员来说是一本必不可少的书，整合营销传播是建立强大品牌和强大公司的关键成功因素*整合营销传播曾经是一门新兴学科，现在是成功营销战略的核心*企业形象，身份和声誉从来没有比这更重要，这本书解开了实现和提高这一点的关键因素