TY  - BOOK
AU  - Percy,Larry
TI  - Strategic integrated marketing communication: theory and practice  
PY  - 2008///
CY  - Boston
PB  - Butterworth-Heinemann
N1  - Incluye índice; Incluye bibliografía; 1. Overview of IMC -- 2. Brands and IMC  -- 3. Companies and IMC -- 4. Traditional Advertising  --  5. Traditional Promotion -- 6. Direct Marketing and Other IMC Options  -- 7. New Media   -- 8. Message Processing -- 9. Creative Execution  -- 10. Planning Consideration  -- 11. The IMC planning process -- 12.  Finalizing Implementing the Plan
ER  -