Practical Guide to Integrated Marketing Communications

This book will show all marketers that it really is possible to get more from their marketing budget. Tom Brannan's up-to-the-minute advice demonstrates how to get maximum impact from any budget by integrating all forms of marketing communications around a single core positioning for a company or brand. Delivering serious messages in light-hearted vein, the book includes many examples of well-known brands and detailed case studies, assessing the strengths and weaknesses of the various communication routes available and offering practical advice on selecting the right mix to meet the agreed objectives. Both professionals and students of marketing will find it an important aid in the key skills of defining the audience and the message and developing the precise strategy.