Marketing Communications: An Integrated Approach

Marketing Communications is designed to be dipped into when you need a particular question answered rather than read from cover to cover. It's accessible and uses familiar campaigns (such as the Variety club gold heart) to illustrate all the steps to marketing for the millennium. There's a great chapter on how to work with agencies and consultants, marketing on the Internet, corporate identity (Shell change their logo every 12 years) and it even dips into the Holy Grail for PR and marketing execs--dealing with the media. There are also essential contact details for organisations and industry bodies at the end of each chapter.

This is an essential tool for any marketing professional or student and a great marketing reference book on the formulation and understanding of integrated marketing strategy. --Kristen Bowditch

Pickton and Broderick(2004)is alot better- worth the extra pennies.


An excellent text book.   October 1, 2003
N. Grundy (UK)
1 out of 2 found this review helpful

Highlights the importance of integrated communications in today’s marketing activities. Provides detailed information of how to write and implement a (integrated) communications plan.


A fantastic read   July 2, 2002
katie Louise Mussell (Bournemouth, Dorset)
2 out of 3 found this review helpful

This book really made me excited about going in to the discipline of marketing - how nice it is to be enthused by an academic book and not bored by it! An easy reference book but also enjoyable to read at length. This book gave me a whole new lease of motivation towards marketing as a whole and I can see how all the theory of marketing communications can be creativley intergrated and put in to practise in the real world. A wonderful read for anyone interested in the subject.


A most enjoyable read - for a textbook   February 21, 2002
3 out of 3 found this review helpful

Usually as students we scan a book on any reading list with interest rather than enthusiasm. However Smith & Taylor's book is really funny.
They seem to be able to mix theory and practice in an entertaining way and it is packed with up to date anecdotes. Really different for a textbook.


The first marketing book that is enjoyable to read   February 2, 2002
3 out of 3 found this review helpful

This new book is the first textbook that I have ever had on a reading list that is enjoyable to read. Lots of really good case histories that bring alive the theory. Good to pick up and put down at different times. Checklist throughout work really well and help you to keep on top of the material. Well worth the investment...