Marketing Communications: Integrated Theory, Strategy & Tactics [Hardcover]

Dr. James G. Hutton (Author), Dr. Francis J. Mulhern (Author)

Book Description

Publication Date: January 1, 2002

MARKETING COMMUNICATIONS: INTEGRATED THEORY, STRATEGY & TACTICS is designed for thoughtful marketing/communications practitioners and students interested in a more comprehensive, eclectic, provocative alternative to traditional advertising and sales-promotion books. The authors are marketing professors from Northwestern University and Fairleigh Dickinson University with extensive business and consulting backgrounds. The book includes sidebars written by some of the top marketing communications professionals in the country.

MARKETING COMMUNICATIONS begins with an overview of the marketing communications process, including research, strategic objectives, corporate culture/identity, branding/positioning, creativity, and media/messages. It then guides the reader through a variety of tactics (advertising, publicity, sales promotion, word-of-mouth communication, etc.) and how to evaluate marketing-communication programs. The book then concludes with a "special topics" section that covers legal issues; distinctions between consumer and business-to-business marketing communications; international issues; philosophical issues; etc.

The book is perhaps the first true marketing communications book, in the sense that it is not just a glorified advertising or sales-promotion book, but gives equal weight to a variety of marketing communications tactics.

Editorial Reviews

About the Author

JAMES G. HUTTON, Ph.D., is an associate professor of marketing and communications at Fairleigh Dickinson University. Previously, Dr. Hutton taught at the University of Hawaii, the University of St. Thomas, and the Carlson School of Management at the University of Minnesota.

Prior to his academic and consulting career, Dr. Hutton was a manager of corporate and financial communications for three major multinational corporations, including the U.S. subsidiary of Hong Kong's largest corporation.

Hutton's Ph.D. in marketing is from the University of Texas at Austin, where he was a University Fellow and Dean's Doctoral Fellow in Business.

FRANCIS J. MULHERN, Ph.D., is associate professor and chairman of the Department of Integrated Marketing Communications (IMC) at Northwestern University. He teaches courses in marketing management, database marketing and promotion.

His research has appeared in the Journal of Marketing, Journal of Retailing, Journal of Advertising, International Journal of Research in Marketing and Journal of Business Research.

Prior to joining Northwestern, Dr. Mulhern was on the faculty at the College of Business Administration at Penn State. He earned his Ph.D. in marketing at the University of Texas at Austin.

Product Details

• Hardcover: 382 pages
• Publisher: Pentagram Pub (January 1, 2002)
• Language: English
• ISBN-10: 0970910304
• ISBN-13: 978-0970910301
• Product Dimensions: 10.5 x 8.6 x 1.2 inches
• Shipping Weight: 2.8 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,278,605 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

3 of 8 people found the following review helpful:

5.0 out of 5 stars A must have! It's the foundation for marketing planning., March 13, 2003

By 

Chris Philippi, President, Philippi Marketing... (Rochelle Park, NJ United States) - See all my reviews

This review is from: Marketing Communications: Integrated Theory, Strategy & Tactics (Hardcover)

As a marketing consultant and someone who has personally had the privilege to meet and work with Dr. James Hutton, I give my glowing endorsement for a well written and useful marketing manuscript. Dr. Jim Hutton is a professor of Marketing Communications and this book is geared for the classroom. However, business owners and professionals in all industries would do themselves justice by buying and reading this book.