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I was already a big fan of the seminal Rossiter & Percy textbook. I 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.
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.
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.
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.
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.
Excellent, straightforward textbook that guides students through developing objective, strategy and tactics for campaigns.