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Title: Integrated Marketing Communications by David Pickton, Amanda Broderick, David Picton ISBN: 0-273-62513-6 Publisher: Prentice Hall Pub. Date: 24 September, 2001 Format: Paperback Volumes: 1 List Price(USD): $69.50 |
Average Customer Rating: 2 (1 review)
Rating: 2
Summary: Good intentions - below average result
Comment: Presently there seems to be a trend among authors of Marketing textbooks to write book in a European perspective. Unfortunately it is not enough for a book to be written in a European perspective to be good.
I have used Integrated Marketing Communication by Broderick & Pickton as a textbook in a marketing communication course and I was quite disappointed. In my opinion the book has a lot of shortcomings and I find it difficult to recommend the book to others.
One of the primary goals of a book in Integrated marketing communication is to give the readers a clear understandning of the marketing communication process and help readers understand and manage that process. Unfortunately Pickton and Broderick never achieves that goal.
Main problems:
The book lacks a clear structure. Pickton and Broderick have developed a model called The Wheel of integrated marketing communication. The problem with a wheel is that it has no clear beginning and end. The same applies to the book in my opinion.
It is ironical that the book argues for the benefits of integration. The greatest impact of marketing communication will be achieved if all parts are integrated into a unified whole. Integrated Marketing Communication is by no means a unified whole. At first glance it looks like a book by Pickton and Brodericks. Truth is Pickton and Broderick have only written a limited part of the book. The rest is written by some 22 other authors who have contributed to the book.
In my opinion the book lacks a clear perspective, it is to long and the chapters are of varying quality.
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Title: Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets by Sicco Van Gelder ISBN: 0749440236 Publisher: Kogan Page Ltd Pub. Date: 06 October, 2003 List Price(USD): $39.95 |
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Title: Strategic Electronic Marketing: Managing E-Business by Brad Alan, Phd Kleindl ISBN: 032417893X Publisher: South-Western College Pub Pub. Date: 25 September, 2002 List Price(USD): $78.95 |
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Title: The Future of Advertising : New Media, New Clients, New Consumers in the Post-Television Age by Joe Cappo ISBN: 0071403159 Publisher: McGraw-Hill Trade Pub. Date: 27 May, 2003 List Price(USD): $24.95 |
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Title: Marketing Research: Methodological Foundations by Gilbert A. Churchill, Dawn Iacobucci ISBN: 0030331013 Publisher: South-Western College Pub Pub. Date: 11 May, 2001 List Price(USD): $131.95 |
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Title: Consumer Behavior and Culture : Consequences for Global Marketing and Advertising by Marieke de Mooij ISBN: 0761926690 Publisher: Sage Publications Pub. Date: 28 August, 2003 List Price(USD): $39.95 |
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