Title: Marketing Communications. A European Perspective.
Author: Patrick De Pelsmacker, Maggie Geuens and Joeri Van Den Bergh
Publisher: Pearson Education Limited
Release Date: 2013
Marketing Communications is a book that goes into depth about the uses and methods of marketing, and how companies are able to communicate with relevant people through these marketing methods. It includes the most recent hype of marketing – social media – which is a huge trend taken over by most of the world. This particular book was addressed to myself and my class, and was used to guide our course. As someone who has read this book, I am able to give you a concise summation of what this book teaches and whether or not I recommend it.
ALWAYS Judge a Book By It’s Contents.
So what exactly can you expect from this book? Well, a lot of knowledge, thats one thing. I’m sure you want to know more than that though, so i’ll give you a brief explanation of what the contents of this book offers. Firstly, I will give you a list of the chapters included. This can help you identify if there may be subjects you are specifically searching for. Chapter 1: Integrated Communications.
Chapter 2; Branding.
Chapter 3; How Manrketing Communications Works.
Chapter 4; Target Groups.
Chapter 5; Objectives.
Chapter 6; Budgets.
Chapter 7; Advertising.
Chapter 8; Media Planning.
Chapter 9; Advertising Research.
Chapter 10; Public Relations.
Chapter 11; Sponsorship.
Chapter 12; Brand Activation.
Chapter 13; Direct Marketing.
Chapter 14; Exhibitions & Fairs.
Chapter 15; E-Communication.
Chapter 16; Ethical Issues in Marketing Communications.
As you can see by the chapter names, this book covers a wide scope of subjects and topics that represent that big word you may already know; MARKETING. It may even cover information you have never learnt or heard of, which can always be beneficial for increasing one’s knowledge. Each of these chapters give a broad explanation of what the chapter title refers to. They offer background and the most useful methods on how to implement such strategies into organisations, companys or businesses. The book is related to e-marketing in nearly every way. It introduces the use of the most recent methods of marketing. These most recent methods are due to the technological changes occuring or also known as the use of social media. The use of social media and how it is implemented into marketing methods is broadly explained in many of the chapters. The reason they have introduced this is because the book constantly regards the needs and wants of consumers. One main learning point of this book is to teach the readers how to communicate with their audiences. Keeping up-to-date with your consumers, allows them to keep up-to-date with you.
One thing I appreciated from this book, was that it included many examples, to encourage understanding of topics or subjects. I feel this always influences the rate of being able to understand something better and easier, others of course may not agree. Another useful tool that this book offered were case studies at the end of each chapter. These case studies offer examples of how such subjects discussed in the chapters are applied to real life situations. Lastly, at the end of each chapter readers were offered review questions which would cover the information the reader had previously been reading. I feel that this is a useful method to test oneself.
Easy to read?
Many people find it important to know if a book is easy or difficult to read. Or what may also be known as a ‘light-read’. Well, I must admit that the chapters were quite long, but offered a big sum of information, that by the end of the chapter, the likely hood that you will have forgotten what you just read, is unfortunately quite high… I don’t mean to put you off, but that is just my opinion. I prefer books with brief chapters, which offer the most relevant points, but also know how to break down the information offered.
Should you read it?
Let’s be realistic, this isn’t exactly a book one would read out of pleasure, or for the hell of it. It has a clear and specific reason, which is explained thoroughly throughout the book. It is a very relevant book when one requires information and knowledge about marketing. I recommend it for marketing related topics, however, i wouldn’t recommend it for a ‘light read’.