Integrated Marketing Communications

• Main Authors: Pickton, David (Author), Broderick, Amanda (Author)
• Format: Book
• Language: English
• Published: Harlow, England Prentice Hall 2005
• Edition: Second Edition
• Subjects: Communication in marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xxii, 761 pages illustrations 25 cm 1 CD-ROM (4 3/4 in.)
• Bibliography: Includes bibliographical references and index
• ISBN: 0273676458; 9780273676454

Integrated Marketing Communications, second edition 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.