Customer Reviews

Marketing Communications

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So many texts are useless and dry as dust because they merely `catalogue' every possible theory and every possible stream of research that bears on the subject leaving the reader thoroughly bewildered. Not this one!

The authors of this updated `sequel' to Rossiter and Percy take the same refreshing but comprehensive approach to blending theory and practical that made the original book unique and so successful internationally. Again, they don't shy away (like so many other authors do)from advancing their expert views on what theories are most useful and relevant.

This update of the classic Rossiter & Percy advertising book is heading towards being another classic. What differentiates this book from many other advertising texts is that its advice is based on sound consumer behavior research findings. The reader is assured that the advice given in the book is based on fact rather than folklore.

I Think this book is a very good book for any one how want to study marketing...

The book provides very good insights into how to design effective communication campaigns and is based on solid academic research. An excellent book for anyone who wishes to design a communcation campaign!

John Rossiter and Steven Bellman provide brilliant insights into marketing communications.The book is an exceptional guide to the important field of communication. In an impressive manner the authors manage to translate the complex science of marketing communications into a practical manual of how to design effective communication campaigns. A great book!

A wonderful articulation of theory and practice at the leading edge of contemporary integrated marketing communciations.