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Integrated Marketing Communications

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ISBN-10: 0273676458

ISBN-13: 9780273676454

Edition: 2nd 2005 (Revised)

Authors: David Pickton, Amanda Broderick

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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 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.
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Book details

Edition: 2nd
Copyright year: 2005
Publisher: Pearson Education, Limited
Binding: Paperback
Pages: 800
Size: 7.50" wide x 9.75" long x 1.50" tall
Weight: 3.080
Language: English

David Picktonnbsp;is Honorary Academic Fellow at De Montfort University having been founding member of its academic Marketing Department and its Head. He is Visiting Academic at the Universities of Birmingham, UK, and Vienna, Austria. He has been visiting lecturer and external examiner at over 20 universities in the UK and internationally. He is an Editorial Board member of the 'Journal of Marketing Communications', 'Innovative Marketing Journal', and 'Marketing Intelligence and Planning', and, previously, on the 'Journal of Brand Management' and 'Corporate Communications: An International Journal'. He has written numerous articles and contributed to various academic texts. His commercial experience includes marketing management positions on both the client and agency sides of industry, directorship of his own business consultancy and providing executive marketing and management training. His professional affiliations include Fellowships of the Chartered Institute of Marketing, the Royal Society of Arts and the Higher Education Academy.

Introduction to integrated marketing communications
What is marketing communications?
What is integrated marketing communications?
Creating shared meaning in marketing communications - from sender to receiver
Marketing communications psychology
Media - the carriers of the message
The changing marketing communications environment
The international context of marketing communications
Regulation and legal controls
Marketing communications ethics
Image and brand management
Customer/audience relationship management
Marketing communications planning and plans
Organisational implications of integrated marketing communications
Agency operations
Research and analysis for integrated marketing communications decision-making
Identifying target audiences and profiling target markets
Setting budgets and allocating resources
Setting objectives, determining strategy and tactics