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.
Features
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.
Table of Contents
Short contents
Introduction to integrated
marketing communications (The IMC Framework Model)
1 What is marketing
communications?
2 What is integrated
marketing communications?
Part 1 The integrated
marketing communications process (The IMC Process Model)
Integrating Case I- Concern
3 Creating shared meaning in
marketing communications- the communications loop from sender to receiver
4 Marketing communications
psychology
5 Media
6 e-Media
7 The changing marketing communications environment
8 The international context of marketing communications
9 Regulation and legal controls
10 Marketing communications ethics
11 Image and brand management
12 Customer/audience relationship management
Part 2 Managing integrated
marketing communications planning (The IMC RABOSTIC Planning Model)<
Integrating Case 2-
Skoda
13 Marketing communications
planing and plans
14 Organizational implications of integrated marketing communications
15 Agency operations
16 Research and analysis for integrated marketing communications decision-making
17 Identifying target audiences and profiling target markets
18 Setting budgets and allocating resources
19 Setting objectives, determining strategy and tactics
20 Creative implementation
21 Media implementation
22 Production implementation
23 Control and evaluation of integrated marketing communications
Part 3 The integrated
marketing communications mix (The IMC Mix Model)
Integrating Case- Pampers
24 Public relations
25 Sponsorship
26 Advertising
27 Direct marketing communication
28 Sale promotions, merchandising and point of sale
29 Packaging
30 Exhibitions and trade shows
31 Personal selling and sales management
Glossary
Index
758 pages +CD
