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Integrated Marketing Communications
by David Pickton and Amanda Broderick
2nd edition (2005)

used, but good condition

No writing or highlighting
-> With Glossary
-> Includes CD!


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
Incl. end of book glossary
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.
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