Integrated Marketing Communications by David Pickton & Amanda Broderick
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Product details
Softcover published by Prentice Hall 2001
Owner's name in the front cover and some highlighted text
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.