Marketing Communications by John R Rossiter

Marketing Communications by John R Rossiter

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.

I was already a big fan of the seminal Rossiter & Percy textbookI read the first edition as a student and became fascinated by advertising. Later, I used the second edition in my classes. Unsurprisingly, the new Rossiter, Percy, & Bergkvist book is an excellent textbook: clearly structured, based on a sound theoretical approach, and highly relevant for marketing practice. This symbioses of theory and practice provides students with a perfect knowledge base for their later job in marketing management.
-- Professor Dr. Tobias Langner
Rossiter, Percy, and Bergkvist’s Marketing Communications is a delightful guide full of essential concepts and theories for our students who are keen to learn modern "marcoms". The authors take readers a delightful journey into a magical world of branding and communication.
-- Shintaro Okazaki
I grew up with this book. And as the authors continue to refine and update it, Marketing Communications represents one of the truly great insights into advertising, marketing and consumers.
-- Professor Mark Ritson

This book, influenced by seasoned ad industry authorities, contains all you need to know about creating and managing a communication effort from brand positioning to  and campaign objectives to campaign management.  All students of communication in a tough environment should have this book on their shelf.    

-- David Aaker

This book represents a successful, meaningful synthesis of the thoughts and practical experiences of the authors. Readers will find strategy-based insights for marketing communications together with implementable tactics. This book could function as a stand-alone text for undergraduate and graduate students and as a resource for practitioners who desire additional perspectives on how to manage their marketing communication efforts.

-- Dr Leslie Carlson

John R. Rossiter, Professor of Marketing, University of Wollongong, Australia. Larry Percy, Professor of Marketing, Copenhagen Business School, Denmark. Lars Bergkvist, Professor of Marketing, Zayed University, Abu Dhabi, UAE.

SKU	Unavailable
ISBN 13	9781526438652
ISBN 10	1526438658
Title	Marketing Communications
Author	John R Rossiter
Condition	Unavailable
Binding Type	Paperback
Publisher	Sage Publications Ltd
Year published	2018-09-04
Number of pages	584
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.