Larry Percy is a marketing and communications expert and consultant with more than 40 years’ experience. He previously held posts at Copenhagen Business School, 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.

• Part 1: Introduction to IMC1. Overview of IMC2. Brands and IMC3. Companies and IMCPart 2: Components of IMC4. Advertising5. Promotion6. Media7. Additional delivery optionsPart 3: IMC messages8. Message processing9. Message development10. Creative executionPart 4: The IMC plan11. Planning considerations12. The IMC planning process13. Finalizing and implementing the IMC plan

Larry Percy is a marketing and communications expert and consultant with more than 40 years’ experience. He previously held posts at Copenhagen Business School, 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.

• Part 1: Introduction to IMC1. Overview of IMC2. Brands and IMC3. Companies and IMCPart 2: Components of IMC4. Advertising5. Promotion6. Media7. Additional delivery optionsPart 3: IMC messages8. Message processing9. Message development10. Creative executionPart 4: The IMC plan11. Planning considerations12. The IMC planning process13. Finalizing and implementing the IMC plan

Larry Percy is a marketing and communications expert and consultant with more than 40 years’ experience. He previously held posts at Copenhagen Business School, 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.

• Part 1: Introduction to IMC1. Overview of IMC2. Brands and IMC3. Companies and IMCPart 2: Components of IMC4. Advertising5. Promotion6. Media7. Additional delivery optionsPart 3: IMC messages8. Message processing9. Message development10. Creative executionPart 4: The IMC plan11. Planning considerations12. The IMC planning process13. Finalizing and implementing the IMC plan