List of figures, List of tables, List of adverts, Preface, PART 1 Introduction to IMC, 1. Overview of IMC, 2. Brands and IMC, 3. Companies and IMC, PART II Components of IMC, 4. Advertising, 5. Promotion, 6. Media, 7. Additional Delivery Options, PART III IMC Messages, 8. Message Processing, 9. Message Development, 10. Creative Execution, PART IV The IMC Plan, 11. Planning Considerations, 12. The IMC Planning Process, 13. Finalizing and Implementing the IMC Plan, Glossary, Index
Larry Percy is Professor of Marketing at the Copenhagen Business School, as well as a marketing and communications consultant with more than 40 years' experience. Dr Percy has previously held posts at University of Pittsburgh's Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. He has more than 90 publications to his name, including 12 books, and has served on the editorial board of a number of academic journals.