Introduction to Marketing Communications: An Integrated Approach [Hardcover]

Sandra Moriarty (Author), John Burnett (Author)

Book Description

ISBN-10: 0132690853 | ISBN-13: 978-0132690850 | Publication Date: October 31, 1997 | Edition: US ed

For introductory courses in marketing communications, advertising and promotions. This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process.

Editorial Reviews

From the Back Cover

The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process. This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. Many real-world and international examples are presented, providing a foundation for building a sound marketing communications plan.

Product Details

• Hardcover: 752 pages
• Publisher: Prentice Hall; US ed edition (October 31, 1997)
• Language: English
• ISBN-10: 0132690853
• ISBN-13: 978-0132690850
• Product Dimensions: 10.1 x 8.1 x 1.4 inches
• Shipping Weight: 3.4 pounds
• Average Customer Review: 2.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #2,136,124 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 6 people found the following review helpful:

1.0 out of 5 stars A too detailed book to provide any practical use., March 10, 1999

By A Customer

This review is from: Introduction to Marketing Communications: An Integrated Approach (Hardcover)

From an academic point of view, the book may have elements that can provide insights into IMC. However, the book is too repetitive and detailed to provide any practical use. In my opinion you can get better value for your money buying another book.

3 of 4 people found the following review helpful:

1.0 out of 5 stars The book is a good example to follow if you want t, March 10, 1999

By A Customer

This review is from: Introduction to Marketing Communications: An Integrated Approach (Hardcover)

The book is a good example to follow if you want to rip of your fellow humans. Following the different stages in the communication process, you will find yourself biting your own tail several times. You read the same stuff over and over and over again, and never seem to get grip of the essence of it. I would not recomend anybody to spend $77,33 on it, unless you collect marketing books just for fun.

4.0 out of 5 stars A good foundation, June 4, 2004

By A Customer

This review is from: Introduction to Marketing Communications: An Integrated Approach (Hardcover)

This is a thorough book on IMC and all tools needed to do so, providing the reader with a sound basis to build from. Being an academic, I believe in a solid theoretical foundation and to learn from case studies.
A good read for beginners in IMC.