Marketing Communication Management: A Holistic Approach for Increased Profitability [Hardcover]

Otto Ottesen (Author)

Book Description

Publication Date: March 15, 2001

This title presents a holistic approach to developing a coherent, profitable marketing communications trategy. The approach relates to the kind of communication between a company and its buyers about what it has to offer. The concepts, models and planning procedures associated with it can be used whether a company is large or small, whether it operates in an industrial or a consumer market, or whether it offers goods or services. A central theme of the book concerns buyer-initiated communication processes.

Editorial Reviews

About the Author

Dr. Otto Ottesen is Professor of Business Administration and Marketing at Stavanger University College and The Norwegian School of Management, Oslo, Norway. He has served as a consultant to Scandinavian companies for many years and is the author of several books and articles on marketing and marketing communication. --This text refers to the Paperback edition.

Product Details

• Hardcover: 400 pages
• Publisher: Copenhagen Business School Pr; 1st edition (March 15, 2001)
• Language: English
• ISBN-10: 8716133358
• ISBN-13: 978-8716133359
• Product Dimensions: 9.1 x 6.1 x 0.9 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #10,046,468 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Cut through the marcomm fluff!, August 10, 2001

By 

Thomas T. Jensen "Spiny Norman" (San Francisco, California, USA) - See all my reviews
(REAL NAME)   

This review is from: Marketing Communication Management: A Holistic Approach for Increased Profitability (Hardcover)

I've studied the original Norwegian edition and Ottesen's holistic view is an epiphany. If you're as frustrated as I was with the lack of stratetic orientation and vision in market communication literature this book is what you need to read. It's not a magic bullet, but the insightfulness of Mr. Ottesen will make you go back and reconsider your communication strategy, especially the way you prioritize the resources. The best recommendation is that ad agencies will hate this book!

0 of 1 people found the following review helpful:

5.0 out of 5 stars Another masterpiece by Dr. Ottesen!, November 8, 2003

By 

Håvard Sagen (Europe) - See all my reviews

This review is from: Marketing Communication Management: A Holistic Approach for Increased Profitability (Paperback)

Read it and get inspired. I will claim that this book is the reason why I'm a rich man today!

0 of 1 people found the following review helpful:

5.0 out of 5 stars moneymaker!, November 8, 2003

By A Customer

This review is from: Marketing Communication Management: A Holistic Approach for Increased Profitability (Paperback)

This book will make you rich! Just by reading this book my small company expanded from 5 to 150 workers, I thank the writer for making my life better. It's simply a cheap way to get rich!