Integrated Marketing Communications, 2nd Edition / Marketing communications

Integrated Marketing Communications, 2nd Edition

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Article citation: Martin Nielsen, (2012) "Advertising & Promotion. An Integrated Marketing Communications Approach", Corporate Communications: An International Journal, Vol. 17 Iss: 3, pp. -

Article Type: Book review From: Corporate Communications: An International Journal, Volume 17, Issue 3

C. Hackley,
360 pp.,

1 Introduction

This book is a well-written and very useful textbook for students of advertising. The book is “written with student needs in mind” (p. 1), and students will definitely get value for money. It offers profound insights into the advertising business from a managerial and a cultural and social perspective, and with its examples, inserts, chapter review questions, case studies and specific case study questions and glossary and website, it should be an excellent textbook for teachers of the subject as well, as they actually have an almost entire semester plan at their hands.

The book is on advertising and promotion, and it should be added that it almost exclusively covers advertising and promotion for for-profit, business-to-consumer companies, and that it to a high degree describes the advertising process seen from the advertising agency perspective. That is most useful for marketing managers to be, since they will be buying advertising from the agencies, and for that purpose, knowing how advertising agencies think and work is obviously a great advantage – and much needed, too (cf. Burrack and Nöcker, 2008, pp. 9-10).

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Rowman & Littlefield Publishers The Bare Bones Introduction to Integrated Marketing Communication
Book (Rowman & Littlefield Publishers)
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