Strategic Marketing Communications: A Systems Approach

Strategic Marketing Communications: A Systems Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies, web exercises, and illustrations to bring many of the technical concepts to life. Strategic Marketing Communications: A Systems Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies, web exercises, and illustrations to bring many of the technical concepts to life.

M. Joseph Sirgy is a social/industrial psychologist (Ph.D., U/Massachusetts, 1979), Professor of Marketing, and Virginia Real Estate Research Fellow at Virginia Polytechnic Institute and State University (Virginia Tech). He has published extensively in the area of quality-of-life research and has been invited frequently by academic institutions and conferences as a distinguished scholar to speak on quality-of-life issues in relation to business, philosophy, measurement, and public policy.

He has published extensively in social/behavioral science, managerial, and systems related journals on quality-of-life related issues. Examples include Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, European Journal of Marketing.

His research focus is on developing and/or refining theoretical models in quality-of-life studies as related to business ethics, strategic marketing, macromarketing, and international marketing. He co-organized at least seven conferences related to quality of life as well as edited several conference proceedings related to quality of life and authored several monographs including: Quality of Life Studies and Social Indicators Research: An Annotated Bibliography of Selected Works 1984-98 (Blacksburg, VA: ISQOLS, 1998) and Classic Works, Literature Reviews, and Other Important References in QOL Research (Blacksburg, VA: ISQOLS, 1998).

He presently serves as an editor of the Quality-of-Life/Marketing section of the Journal of Macromarketing. In a recent survey of scholarly productivity in business ethics, he was ranked as 82nd among 2,371 business ethics scholars world-wide.