Customer Reviews

Developing a Creative and Innovative Integrated Marketing Communication Plan

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This is a marketing tool that fills the void between learning from the textbook and actually applying marketing in the real world. This book not only gives a template for application of marketing principles that enable a person to turn textbook learning into an actual working IMC plan but the appendix is one of the most condensed collection of useful information and resources for market research, review of advantages and disadvantages of media types and marketing definitions available anywhere

This is a must have for anyone growing their business with marketing as a focus. Doc Ogden's template demystifies the marketing communication plan from advertising to zippings. The book guides an audience from the range of a start-up entrepreneur to the multi-national company with a "how to" approach that simply is the best I've ever seen. Although primarily a textbook, Doc Ogden writes this as a "workbook" that helps you develop your marketing plan. There is a strong orientation of the management of marketing, not just media marketing. It integrates marketing management as an important cog of your company's planning. It does not seperate marketing from the rest of your operations but allows marketing to function as a strategic subset of all the strategic functions in the organization. From accounting to production, the focus presented in this book will change the way you do your marketing management.

I'm a doctoral student in marketing from Sweden involved with teaching marketing communication to bachelor level students. I've been looking for a book on IMC aimed at students on an intermediate level. I must confess that my search so far have been marked by increasing frustration. On the one hand there are excellent "street wise" books written by practitioners for practitioners and on the other you have in-depth scholarly treatments of communication and its influence on culture and society that are steeped in theory and generously sprinkled with references. The problem is to find literature that actually use theory to guide students into practice.

Sadly this book is no exception. The earlier reviews suggest that this book would actually serve as the missing link and the title, referring to things like innovation and creativity, adds to the expectation. But it's neither the personal experiences of a working professional nor an academic study with its carefully constructed arguments from theory and data. This book is nothing but a collection of checklists, bullet points and an occasional flow chart. There are no case studies, no theories, no references whatsoever. The author seems to have spent an evening cutting and pasting from Kotler, organising the result into a flowchart (Doc Ogden's flow chart, mind you...) and then smacking the overall label of Integrated Marketing Communication on it all. There's no sign of any integration anywhere in the book and elements out of any entry level textbook are simply stacked one on top of another.

The final chapter claims to "bring it all together" but it's just six puny pages on evaluation. And speaking of pages, every chapter ends with a number of empty pages with one or two headlines where the reader has graciously been provided with space to express his or hers own thoughts on the subject. In all there are over EIGHTY empty pages out of a total of 185 (I stopped counting). Adding to the hilariousness is the chapter on "cyber marketing" where the Internet shares the meagre page space with tactics on creating a cd-rom, e-mail marketing, EDI and subscribing to database services. Online communities, banner advertising, online auctions and search engines did exist in 1998..!

To sum it up, I guess I'll have to keep looking. It's an utterly miserable book that borders on the comical.

Use these for marketing class. Was half the price that my school wanted for it. Will always buy books off of amazon.

I am teaching IMC for the first time at the college level. I've found that my students find this book confusing and a bit dated at times. I have to agree with them. I do enjoy the structure of the book. This book will help keep you (or you students) organized, and it will give you the tools necessary to write an IMC plan.

This is a must read for any individual personally involved in the future success of their organization. Dr. Ogden does a great job outlining the essential steps necessary for success into the millenium. This how to book has helped me grow my business substatially.