Integrated Marketing Communications : Strategic Planning Perspectives

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.

 

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.

Key Features of Integrated Marketing Communications:


a logical structure around the three key models of marketing communications, the wheel of integrated marketing communications, the marketing communications process model and the model of intergrated marketing communications planning process. applied - each chapter contains a wealth of real-world examples. In addition viewpoint sections contain articles from leading practitioners and academics in the field including, Susan Douglas, New York Stern University, James Best, BMP DDB, Steve Almond at Barclaycard, Matti Alderson at the Advertising Standards Authority and Richard Webber of Experian. full of relevant case material covering a wide variety of sectors and marketing scenarios. Each chapter contains 2-3 In View sections. packed with pedagogical features Integrated Marketing Communications is produced in 2 colour with a user-friendly text design. Each chapter contains: a viewpoint written by an expert in the field, objectives and chapter summaries, self-review and discussion questions. Key elements are highlighted to guide students through the content and stimulate further thought. Text features include: Need to Knows, Food for Thoughts, Warnings and a marginal and end of book glossary. unprecedented coverage of all elements of the marketing communications mix with separate chapters covering internet marketing, ethical issues, international marketing communications, direct and database, creative, organisational issues, customer contact management, image and brand management and measuring integrated marketing communications. a UNIQUE chapter covering production issues within marketing communications. complete with a comprehensive supplements package including lecturer's resource manual, with powerpoints and website.
 Amanda Broderick is a Lecturer in Marketing and Director of the MSc Marketing Management at Aston University Business School. Her main research and teaching expertise is in International Targeted Communications and her consultancy and industrial experience lies within this field.

David Pickton is Principal Lecturer and Deputy to Head of Marketing Department at De Montfort University. He has many years experience of lecturing, consultancy and business, working on both sides of the fence for clients and agencies.