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AMA Handbook For Managing Business To Business Marketing Communications Hardcover – April 11, 1997
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"(De Bonis & Peterson) is one of those books you might buy as reference, thinking that one day, you probably would need something in it. And then, the darndest thing happens, you end up using it all the time. If you employ more than one person, or if you are an employee with the responsibility for creating and/or managing marketing communications, this book should be on your bookshelf. It should be in your briefcase. It focuses on the basics, but it gives such a good explanation of what marketing is, that even a seasoned professional marketing writer like me could learn more than a few tricks... well written, interesting and thought- provoking. ... It is an excellent book written by two professionals in a way that eliminates any question of credibility. ... Strategies, tactics, marketing, sales, options, rules, alternatives: What else could you expect from a timeless gem?
by Michael Lovas, Editor -- Financial Services Journal Online BOOK OF THE MONTH - 5/98 issue
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McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
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The question is: Where does a young person turn to get a good general education about Marketing Communications? If you're a MarCom person in a company or an Account Executive in an Ad Agency, you're expected to 'get moving' with the job and just pick up knowledge as you go along! NO, THERE MUST BE A BETTER WAY! There is.
This book is VERY effective at explaining the fundamental principles behind Marketing Communications for technical/niche products. It offers an excellent top-down perspective. It is very easy to read and also has many useful action items, checklists etc. A previous reviewer said that the book is a bit 'control' dominated and that the information could be found easier elsewhere. Wrong on both counts! In the Marcom function, which is becoming SO IMPORTANT today in a world of 'me too' products and services, you do have to take control in order to make any progress at all for your agency or company. Secondly, you can keep roaming the Internet forever for the 'better' textbook in your field and never get to the position of knowledge that you need in this business.
My strong suggestion is to buy this book (perhaps at discounted second-hand rates) and study it carefully. I have over 30 years experience in Marketing Communications and have read many MarCom books. However this one stands apart as having lasting value and being a real career-builder.