Product Description

Integrated Marketing Communications, 2e

David Pickton and Amanda Broderick

Integrated Marketing Communications, 2e

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
• robust pedagogy in each chapter, including viewpoints, objectives, chapter summaries, self-review and discussion questions, marginal and end of book glossaries. Text features include Need to Know, Food for Thoughts, and Warnings.
• unprecedented 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.

• NEW! Restructuring of Part 2 Model (RABOSTIC Planning Model which features major stages involved in marketing communications planning and strategy)
• NEW! Integrating case study with questions posed at the start of each chapter
• NEW! CD ROM packed with more details on the integrative cases, other case material, Power Point slides, a Resource Locator which provides links to a vast array of Internet materials

Visit the Companion Website at www.booksites.net/pickton to find even more valuable teaching and learning materials for instructors and students alike!

David Pickton is Head of the Marketing Department at DeMontfort University. He is on the editorial board of the Journal of Marketing Communications and Marketing Intelligence and Planning. He is also a fellow of the Chartered Institute of Marketing and Fellow of the RSA. Along with lecturing, Dave has done business consultancy.

Amanda Broderick is Lecturer in Marketing and Director of the MSc Marketing Management programme at Aston University Business School. Her main research, teaching, and consultancy expertise is in International Targeted Communications.

Product Details

• Amazon Sales Rank: #75110 in Books
• Published on: 2004-09-29
• Original language: English
• Binding: Paperback
• 761 pages

From the Back Cover

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.

Customer Reviews

Helpful but bland
Having recently had some practical experience in this subject I can only recommend this book as a general background to theory rather than as a helpful practical aid.

This is not to say that this is by any means a poor textbook, rather that the subject is one which varies greatly between the markets to which it is being applied. As such the book can be nothing more than a background aid.

However, while not warranting a complete read it does bring up various areas for further study dependent on the needs of the student.

This book is recommended as a libary loan but can only be recommended for purchase by academics not practitioners.

Review of Pickton - Marketing communications
I am not sure what course the previous reviewer was studying at college , as the Pickton text is an excellent coursebook. Perhaps they were bitter after getting a 3rd in their degree (or HNC)

I studied at De Montfort University 2 years ago and consider the text to be one of the best of my Marketing degree text books. The approach to Integrated Marketing Communicatios is refreshing, to-the-point, and extensive. Of the Communications books I bought (Smith, and Phil) the Pickton text beats them hands-down. I studied for the CIM Diploma and was amazed that the Pickton text was not on the required reading list. (a foolish decision).

This text is a must for undergraduates and Marketing professionals, and should be condsidered as a core reference guide to Marketing

Do not waste your money on this book
As a student of one of the authors, I was required to read this book for a course in 'integrated marketing communications'. Rarely have I been asked to read such a useless book. It does not serve the purpose as a student textbook because it does not provide a theoretical framework, and it does certainly not serve the purpose as a practitioners handbook because it doesn't say anything about how to DO 'marketing communications'. The book is a thick and expensive brick of blurb that is at best confusing and at worst a theory of common sense. To give the book some credit, I did find the index useful because it gave me an indication of what other books to read. But should you still decide to buy this book, perhaps for no other reason than because you have been told to do so, please be warned that it will seriously insult your intelligence.