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Integrated Marketing Communications

出版	Financial Times Prentice Hall, 2001
主題	Business & Economics / Marketing / General
ISBN	02736251369780273625131
URL	http://books.google.com.hk/books?id=JbZvQgAACAAJ&hl=&source=gbs_api

註釋Integrated Marketing Communications is an exciting European based text covering all elements of marketing communications. Unlike many marketing communications texts Integrated Marketing Communications, as its title suggests, takes an explicitly integrated approach to the subject. Whilst a number of the chapters have been contributed by experts in their field, David Pickton and Amanda Broderick have created a comprehensive and cohesive textbook. The result is a textbook with excellent pedagogy and a unified style and approach. The lively text design, European approach, use of colour and comprehensive coverage of the marketing communications mix elements make it ideal for all students and lecturers in this popular and growing area. The book is suitable for use on general marketing communications modules and in more specialist areas such as advertising, public relations, sales promotions and direct marketing.Key Features of Integrated Marketing Communications: *a logical structure around the three key models of marketing communications, the wheel of integrated marketing communications, the marketing communications process model and the model of intergrated marketing communications pla