Marketing Communications: An Integrated Approach
Marketing Communications rapidly established itself as an international best-seller and has been listed as a "marketing classic" by the Marketing Society and as a "marketing major" by the Chartered Institute of Marketing. The book is recommended reading for the CIM's Marketing Communications module in the new Professional Diploma in Marketing. The authors' real business understanding of marketing communications is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC® Planning System is applied throughout the book.This latest edition has been completely updated with new cases, statistics and communications techniques, fresh "shock" stories and a new "e" theme on each communication tool. New illustrations and full-colour photographs all combine to bring the book right up to date with the current international business scene.A free CD-ROM containing video clips of some of the world's leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request.
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The marketing communications plan
Understanding markets market research
The Target Group Index
The market research process
Understanding agencies agency relationships
Publicity and public relations
Word of mouth
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ABC1 activities adver advertising agency Appendix areas awareness behaviour brand brief budget buyers cent Chapter client colour communications mix communications tools competition competitors concept consumer corporate identity cost cost per thousand coverage create creative customers database detail direct mail direct marketing Dstl e-marketing effective ensure European example exhibition Figure Gatwick Express global Gold Heart groups identify increase industry integrated Integrated Marketing Communications Internet launch levels logo London magazine market research marketing communications marketing managers marketing mix million objectives Ofcom offer organization pack packaging pitch planning point-of-sale product or service profits programme purchase radio response Rimmel sales promotion salesforce segments selling SOSTAC sponsor sponsorship stages supplier tactics target audience target market telemarketing Telephone Preference Service television types users