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Here's the book that outlines approaches for developing the most effective IMC strategies and tailoring the tactics needed for effective implementation. It includes case studies and plenty of examples with practical guidance.

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Noting businesses' increasing use of nonadvertising methods, such as sales promotion and telemarketing, to reach prospective customers, Percy (marketing and communications planning consultant and visiting professor, Oxford Univ.) focuses on ways to communicate more effectively using a variety of techniques. He emphasizes the need for companies to develop "integrated marketing communications" (IMC) strategies that employ various promotional tools--advertising, sales promotion, publicity, interactive media--in a cohesive fashion. Planning is the key. Rather than starting out by allocating ad dollars and creating an eye-catching commercial, the marketer should first identify a business's target customers and then develop a plan in which each communications tool for reaching them reinforces the others. For example, marketing a nonprescription drug might involve a combination of magazine ads, cents-off coupons, free samples, and in-store, point-of-purchase displays to communicate with customers and generate sales. The book is clearly written and includes charts, checklists, and chapter-end footnotes. Recommended for practitioners, faculty, and students, upper-division undergraduate and above. P. G. Kishel; Cypress College