3 of 3 people found the following review helpful
An Excellent Marketing Communications Textbook,
This review is from: Marketing Communications: A Brand Narrative Approach (Paperback)
This is an excellent textbook that is very accessible, informative, and modern in its approach towards a very enjoyable, yet sometimes complex subject.
The book is very well written and breaks down difficult subjects and themes quite well so that less experienced or less knowledgeable students can easily understand them. There are countless illustrations, charts and photographs; the vivid colours of which are very attractive and help to prevent the text from falling into the trap of being page after page of dull text. Where this textbook really shines however is the use of modern and interesting case studies (such as Stella Artois, the Cadbury Gorilla, Burberry etc) that today's students are likely to find interesting, and with which they can easily relate to. Add to this a very good structure and a very comprehensive glossary, and it makes for an excellent textbook.
All in all this is an excellent textbook, and even those students and practitioners who have a fairly substantial knowledge of marketing communications should make good use of the case studies, if not the theory in the book.
(2 customer reviews)