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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…    
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Book details

Edition: 2nd
Copyright year: 2005
Publisher: Pearson Education, Limited
Binding: Paperback
Pages: 800
Size: 7.25" wide x 9.25" 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…    

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