Integrated marketing communicationsUpplaga 2

An excellent book, well written and full of good examples. The new edition ensures that it remains at the cutting edge of marcoms thinking." Dr. A. Nicholls, Said Business School, Oxford University This book is without doubt the most comprehensive and intriguing text in the field of integrated marketing communications. It offers an insightful approach to relevant and applicable study in marketing communications, based on current trends and recent research results. It has a stimulating empirical focus on European and international cases without compromising theoretical depth and reflectivity. I commend the authors for succeeding in truly integrating all that there is to "need to know" about marketing communications! Professor Suzanne C. Beckmann, Copenhagen Business School Building of the successful, highly acclaimed 1st edition, Integrated Marketing Communications 2nd edition continues to provide a comprehensive coverage of marketing communications in a unique integrated format. With a lively European approach this book is ideal for those studying marketing communications at undergraduate, postgraduate and post-experience levels. The comprehensive coverage of material, based on recent, seminal research and applied examples, provides a must have text on Integrated Marketing Communications. It is also suitable for students taking courses in advertising, public relations, sales promotions, and direct marketing. The 2nd edition incorporates: Unique and innovative CD ROM Packed with additional case study material, questions, weblinks, Power Point slides and revision aids, this fabulous resource provides a wealth of interactive materials to enhance, exemplify and consolidate discussion in the text. Integrated real world case studies with questions relating to every chapter gives a practical orientation to the book. Visual route map clearly and graphically illustrates the three key models of marketing communications and assists navigation through the book. Unprecedented coverage of all elements of the marketing communications mix with separate chapters covering e-media, ethical issues, international marketing communications, regulation, creative and organisational issues, production and packaging, customer/audience relationship management, and image and brand management. Visit the Companion Website at www.booksites.net/pickton to find additional valuable teaching and learning materials. David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University. Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School.