BM3338 – INTEGRATED MARKETING COMMUNICATIONS

READING LIST
Essential Reading:

Pickton DW & Broderick AJ (2005), Integrated Marketing Communications,

2nd Edition, Harlow: Financial Times/Prentice Hall.

Altnernative textbooks:

Ouwersloot, Hans & Tom Duncan (2008), Intergrated Marketing

Communications European Edition, London: McGraw Hill.

Belch GE & Belch MA (2001), Advertising and Promotion, New York:

McGraw-Hill Irwin. (Popular US text).

Additional Reading

Books:

Smith PR & Taylor J (2004), Marketing Communications: An Integrated

Approach, 4th Edition, London: Kogan Page.
(UK based perspective, accessible and up-to-date).

Percy L & Elliott R (2005), Strategic Advertising Management, Oxford: Oxford

University Press.
(This has a good section on advertising culture).

Any relevant article from the following Journals & Magazines:

International Journal of Advertising

Journal of Advertising
Journal of Advertising Research
Journal of Database Marketing
Journal of Direct Marketing
Journal of Interactive Marketing
Journal of Marketing Communications
Marketing Week

Useful Online Sources:

ABI Inform
EBSCO
Elsevier
Emerald
ProQuest
Swetswise

Student Resources for Pickton and Broderick are very helpful.

ABS 2009/10 Page 1 of 1 BM3338