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 | | Introduction to Marketing Communications: An Integrated Approach by John Burnett, Sandra Moriarty ISBN-10: 9780132690850 ISBN-10: 0-13-269085-3 ISBN-13: 9780132690850 ISBN-13: 978-0-13-269085-0 Hardcover 1997-10-31 Prentice Hall Find Lowest Price |
Reviews | ||
A good foundation This is a thorough book on IMC and all tools needed to do so, providing the reader with a sound basis to build from. Being an academic, I believe in a solid theoretical foundation and to learn from case studies. A good read for beginners in IMC. | ||
A too detailed book to provide any practical use. From an academic point of view, the book may have elements that can provide insights into IMC. However, the book is too repetitive and detailed to provide any practical use. In my opinion you can get better value for your money buying another book. | ||
The book is a good example to follow if you want t The book is a good example to follow if you want to rip of your fellow humans. Following the different stages in the communication process, you will find yourself biting your own tail several times. You read the same stuff over and over and over again, and never seem to get grip of the essence of it. I would not recomend anybody to spend $77,33 on it, unless you collect marketing books just for fun. | ||