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If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader. Booktopia - Developing Your Integrated Marketing Communication Plan by David Waller, 9781743072479.
In a highly competitive market it is vital to effectively communicate the message of your product, service or idea. The key today is being aware of where the conversations about your business are taking place.


The starting point for effective marketing communication is an integrated marketing communication (IMC) plan. Your marketing plan won’t look like mine and it may have more or less channels and processes in it.
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.



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