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Introduction to Marketing Communications: An Integrated Approach | 
 enlarge | Authors: John Burnett, Sandra Moriarty
Publisher: Prentice Hall
Category: Book
List Price: $130.00
Buy Used: $0.74
You Save: $129.26 (99%)
New (8) Used (56) from $0.74
Rating:  3 reviews
Sales Rank: 1448326
Media: Hardcover
Edition: US Ed
Pages: 752
Number Of Items: 1
Shipping Weight (lbs): 3.4
Dimensions (in): 10.3 x 8.4 x 1.4
ISBN: 0132690853
Dewey Decimal Number: 658.8
EAN: 9780132690850
ASIN: 0132690853
Publication Date: October 31, 1997
Availability: Usually ships in 1-2 business days
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| Customer Reviews:
 A good foundation June 4, 2004
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. March 10, 1999
5 out of 6 found this review helpful
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 March 10, 1999
3 out of 4 found this review helpful
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.
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