Marketing Communications: Integrated Theory, Strategy & Tactics

MARKETING COMMUNICATIONS: INTEGRATED THEORY, STRATEGY & TACTICS is designed for thoughtful marketing/communications practitioners and students interested in a more comprehensive, eclectic, provocative alternative to traditional advertising and sales-promotion books. The authors are marketing professors from Northwestern University and Fairleigh Dickinson University with extensive business and consulting backgrounds. The book includes sidebars written by some of the top marketing communications professionals in the country.

MARKETING COMMUNICATIONS begins with an overview of the marketing communications process, including research, strategic objectives, corporate culture/identity, branding/positioning, creativity, and media/messages. It then guides the reader through a variety of tactics (advertising, publicity, sales promotion, word-of-mouth communication, etc.) and how to evaluate marketing-communication programs. The book then concludes with a "special topics" section that covers legal issues; distinctions between consumer and business-to-business marketing communications; international issues; philosophical issues; etc.

The book is perhaps the first true marketing communications book, in the sense that it is not just a glorified advertising or sales-promotion book, but gives equal weight to a variety of marketing communications tactics.

JAMES G. HUTTON, Ph.D., is an associate professor of marketing and communications at Fairleigh Dickinson University. Previously, Dr. Hutton taught at the University of Hawaii, the University of St. Thomas, and the Carlson School of Management at the University of Minnesota.

Prior to his academic and consulting career, Dr. Hutton was a manager of corporate and financial communications for three major multinational corporations, including the U.S. subsidiary of Hong Kong's largest corporation.

Hutton's Ph.D. in marketing is from the University of Texas at Austin, where he was a University Fellow and Dean's Doctoral Fellow in Business.

FRANCIS J. MULHERN, Ph.D., is associate professor and chairman of the Department of Integrated Marketing Communications (IMC) at Northwestern University. He teaches courses in marketing management, database marketing and promotion.

His research has appeared in the Journal of Marketing, Journal of Retailing, Journal of Advertising, International Journal of Research in Marketing and Journal of Business Research.

Prior to joining Northwestern, Dr. Mulhern was on the faculty at the College of Business Administration at Penn State. He earned his Ph.D. in marketing at the University of Texas at Austin.