Integrated Marketing Communications, 2e David Pickton and Amanda Broderick Integrated Marketing Communications, 2e takes into account all aspects and elements of marketing communications. Based on the success of the first edition, David Pickton and Amanda Broderick have restructured this edition to make the three marketing communications models more explicit. Each model is clearly displayed graphically at the beginning of each part to provide a visual 'route map' throughout the book. This lively text takes a European approach and provides comprehensive coverage of the marketing communications mix elements. Ideal for those studying general marketing communications, the book also appeals to students taking advertising, public relations, sales promotions, or direct marketing courses. Key features include: * a logical structure around the three key models of marketing communications--the IMC Process Model, the IMC RABOSTIC Planning Model, and the IMC Mix Model * applied, real-world examples, including viewpoints from leading practitioners and academics * relevant case material covering a wide variety of sectors and marketing scenarios * robust pedagogy in each chapter, including viewpoints, objectives, chapter summaries, self-review and discussion questions, marginal and end of book glossaries. Text features include Need to Know, Food for Thoughts, and Warnings. * unprecedented coverage of all elements of the marketing communications mix with separate chapters covering internet marketing, ethical issues, international marketing communications, direct and database marketing, creative and organisational issues, customer contact management, image and brand management and measuring integrated marketing communications.* NEW! Restructuring of Part 2 Model (RABOSTIC Planning Model which features major stages involved in marketing communications planning and strategy) * NEW! Integrating case study with questions posed at the start of each chapter * NEW! CD ROM packed with more details on the integrative cases, other case material, Power Point slides, a Resource Locator which provides links to a vast array of Internet materials Visit the Companion Website at booksites.net/pickton to find even more valuable teaching and learning materials for instructors and students alike! David Pickton is Head of the Marketing Department at DeMontfort University. He is on the editorial board of the Journal of Marketing Communications and Marketing Intelligence and Planning. He is also a fellow of the Chartered Institute of Marketing and Fellow of the RSA. Along with lecturing, Dave has done business consultancy. Amanda Broderick is Lecturer in Marketing and Director of the MSc Marketing Management programme at Aston University Business School. Her main research, teaching, and consultancy expertise is in International Targeted Communications.
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An excellent book, well written and full of good examples. The new edition ensures that it remains at the cutting edge of marcoms thinking."
Dr. A. Nicholls, Said Business School, Oxford University
This book is without doubt the most comprehensive and intriguing text in the field of integrated marketing communications. It offers an insightful approach to relevant and applicable study in marketing communications, based on current trends and recent research results. It has a stimulating empirical focus on European and international cases without compromising theoretical depth and reflectivity. I commend the authors for succeeding in truly integrating all that there is to "need to know" about marketing communications!”
Professor Suzanne C. Beckmann, Copenhagen Business School
Building of the successful, highly acclaimed 1st edition, Integrated Marketing Communications 2nd edition continues to provide a comprehensive coverage of marketing communications in a unique integrated format. With a lively European approach this book is ideal for those studying marketing communications at undergraduate, postgraduate and post-experience levels. The comprehensive coverage of material, based on recent, seminal research and applied examples, provides a ‘must have’ text on Integrated Marketing Communications. It is also suitable for students taking courses in advertising, public relations, sales promotions, and direct marketing.
The 2nd edition incorporates:
Visit the Companion Website at www.booksites.net/pickton to find additional valuable teaching and learning materials.
David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University.
Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School.
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Descrizione libro Financal Times Management, 2005. Paperback. Condizione libro: New. Codice libro della libreria P110273676458
Descrizione libro Financal Times Management, 2005. Paperback. Condizione libro: New. 2. Codice libro della libreria DADAX0273676458