A Reader in Marketing Communications

Citation

Jenster, P.V. (2006), "A Reader in Marketing Communications", European Journal of Marketing, Vol. 40 No. 7/8, pp. 910-910. https://doi.org/10.1108/03090560610670070

A Reader in Marketing Communications is an edited volume by a group of substantial professionals in the field of marketing communications, namely, Philip J. Kitchen, Patrick de Pelsmacker, Lynne Eagle and Don E. Schultz, who in turn has collated some of the more significant readings shaping the field. I am generally somewhat apprehensive when it comes to edited volumes, but feel this book does not deserve such hard judgment. Don Schultz starts off with a chapter framing the editorial group's view on the current state of marketing communication, and its importance to the broader community of scholars and practitioners. By tracing the development of integrated marketing communications over the last decades, Schultz connects the evolution in literature, by questioning the developments in marketing communication practices. The following chapters discuss the journey from advertising to integrated marketing communication; what to say, when; sales promotion; from direct mail to direct response marketing; marketing public relations; sponsorship; personal selling; the internet and the world wide web; the roots of relationship marketing; marketing metrics; and a final conclusion by Don Schultz. I believe the editorial group has done an outstanding job of collecting some of the most interesting articles from the field, thus allowing teachers to structure a comprehensive course (graduate level) around the chapters. The chapters start with an introduction from one of the editorial members which helps place the reading(s) in the appropriate context. The chapters end with a set of questions which provide excellent support for teaching. Finally, the editors include small vignettes of updates, additional perspectives and critique; useful for students and practitioners alike.

The book is an excellent addition to the library of Marketing Communications, with a thoughtful selection of seminal pieces which in themselves have been milestones in the development of the field. One could wish that more topical areas of marketing would receive a similar comprehensive treatment.