Integrated Marketing Communications is an exciting European based text covering all elements of marketing communications. Unlike many marketing communications texts Integrated Marketing Communications, as its title suggests, takes an explicitly integrated approach to the subject. Whilst a number of the chapters have been contributed by experts in their field, David Pickton and Amanda Broderick have created a comprehensive and cohesive textbook. The result is a textbook with excellent pedagogy and a unified style and approach. The lively text design, European approach, use of colour and comprehensive coverage of the marketing communications mix elements make it ideal for all students and lecturers in this popular and growing area. The book is suitable for use on general marketing communications modules and in more specialist areas such as advertising, public relations, sales promotions and direct marketing.
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For courses in Integrated Marketing Communications.
Focusing on the integration between all avenues of marketing communications, this clear, concise text shows how elements of the communications mix are planned to work synergistically. Offering a unique emphasis on marketing communications planning, the second edition of this well-received text has been revised to include up-to-date examples of topics such as media alternatives, video games communications, as well as new forms of non-traditional mass media.
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Book Description Prentice Hall of Canada Ltd, 2008. Paperback. Book Condition: New. book. Bookseller Inventory # 132199122