Strategies For Implementing Integrated Marketing Communications

Rating:
Summary: I've read better...
Review: Although Larry Percy makes a few original points, I felt like I was reading a summarized version of one of Don Schultz's writings on Integrated Marketing Communications. Particularly in the implementation section, he explains the problems, but offers no tangible solutions. I found that other books on the topic were much more helpful and considerably more thorough.

Rating:
Summary: Nothing new
Review: I've found this book very theoretical and very unpractical. True it explains what IMC is but it doesn't give it in a simple, clear and creative way. It's more like 1+1 = 2 and that's the way it should be. I wouldn't recommend it for people who want to learn what exactly IMC is about and how different it is from traditional marketing, I am sure other authors have written better books than this one regarding this issue. As for someone who knows what IMC is, I still wouldn't recommend it if people want to gain new insights other than the ones they already have. It's probably more of a revision book...that is if someone wants to revise all the theory again! It reminds me more of an educational textbook, and even if it's just that I still wouldn't recommend it because it's unpracticle and doesn't have that creative edge I feel is needed when dealing with marketing.

Rating:
Summary: Thoroughly professional
Review: This book offers a hands-on way of dealing with a very complicated issue. it provides all kinds of tools and aids for implementing effective integrated marketing communication programs.