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Book Categories |
| Preface | ||
| Acknowledgements | ||
| How to use your CIM workbook | ||
| A quick word from the Chief Examiner | ||
| 1 | The nature of marketing communications | 1 |
| 2 | Marketing communications strategy - an overview | 16 |
| 3 | The theoretical background to marketing communications | 28 |
| 4 | The brand personality | 43 |
| 5 | Managing the marketing communications process | 58 |
| 6 | The strategic use of market research | 76 |
| 7 | The strategic development of advertising | 91 |
| 8 | The strategic development of direct marketing | 109 |
| 9 | The strategic development of sales promotion | 124 |
| 10 | The strategic development of public relations | 139 |
| 11 | The development of corporate image and identity | 152 |
| 12 | Determining the budget | 166 |
| 13 | International considerations | 176 |
| 14 | Other issues in marketing communications | 191 |
| 15 | Preparing for the examination | 200 |
| Appendix: Marketing communications strategy - syllabus overview | 211 | |
| Index | 213 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Chuck Stran
reviewed Marketing communications strategy on December 29, 2014 Marketing communications strategy
I don't have much to say, but this book was a disappointment.
One of the major limiting factors that this book has is that it's far too outdated in comparison to how much Marketing and Digital Marketing has changed. However, this is mostly true for the vast majority of marketing books as the field is always changing which is why you're better of using blogs and online material to keep up to date with the world.
The second issue is that even though there is a wide range of useful information available to you, it is written without passion and it was a real slog to get through it. It is not a fun book to read at all and it was quite boring.
I only gave this a 2* due to it having further reading sections at the end of every chapter, which I always appreciate.
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