Marketing Communications rapidly established itself as an international best-seller and has been listed as a "marketing classic" by the Marketing Society and as a "marketing major" by the Chartered Institute of Marketing. The book is recommended reading for the CIM's Marketing Communications module in the new Professional Diploma in Marketing. The authors' real business understanding of marketing communications is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC(r) Planning System is applied throughout the book. This latest edition has been completely updated with new cases, statistics and communications techniques, fresh "shock" stories and a new "e" theme on each communication tool. New illustrations and full-colour photographs all combine to bring the book right up to date with the current international business scene. A free CD-ROM containing video clips of some of the world's leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request.
Praise and Reviews "This is the single most comprehensive marketing communications text... the chapters explore and integrate all eleven communications tools... [the book] opens up marketing and communications in a sometimes frightening, often humorous and always enlightening way... essential reading for anyone moving up the marketing ladder." - Professor Merlin Stone, IBM Professor of Relationship Marketing, Bristol Business School, UWE "This best-selling book provides a comprehensive framework for understanding the individual contribution and the collective combination of all the communications tools... I recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximise ROI from the promotional budget." - Jorian Murray, Managing Director, DDB London
Praise and Reviews "This is the single most comprehensive marketing communications text... the chapters explore and integrate all eleven communications tools... [the book] opens up marketing and communications in a sometimes frightening, often humorous and always enlightening way... essential reading for anyone moving up the marketing ladder." - Professor Merlin Stone, IBM Professor of Relationship Marketing, Bristol Business School, UWE "This best-selling book provides a comprehensive framework for understanding the individual contribution and the collective combination of all the communications tools... I recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximise ROI from the promotional budget." - Jorian Murray, Managing Director, DDB London