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.
