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Student Edition
Instructor Edition
Advertising and Promotions: An IMC Perspective

Kruti Shah, Visiting Faculty, Ahmedabad Management Association
Alan D'Souza, Director, Goa Institute of Management

ISBN: 0070080313
Copyright year: 2009

Written in a lucid style and supported by extensive research, this book provides deep conceptual and theoretical perspectives on planning and executing integrated marketing communication strategies. A noteworthy feature of this book is the strong orientation towards practical applications and managerial decision making. - Prof Abraham Koshy, Professor of Marketing, IIM, Ahmedabad.

The book balances the rigours of communication plans, strategies and theories with the no-bars-held creativity and fun in execution. It also gives insights into the pressures and pleasures of work in an ad agency…This amalgamation of academic and professional approach, coupled with a comprehensive coverage of major promotional tools and their integration, fulfils a burning need of the academia and the industry – Mr Madhukar Kamath, MD & CEO, Mudra Group

I am quite impressed with the exhaustive details provided by the authors on issues relating to Integrated Marketing Communications. Also, of interest in the presentation structure and style which clearly makes the book suitable for academic purposes primarily, without compromising, on the value it can offer to industry professionals who are building career in the Marketing Communications sector. - Prof Atul Tandan, Director, MICA, Ahmedabad

Advertising and Promotions – An IMC Perspective is a very comprehensive textbook for the students and academics alike. Shah and D’Souza have wrapped and grounded the subject in the Indian context. A perfect blend of concepts, practice and context makes it a winner. A highly commendable effort indeed! - Dr. Mukul Gupta, Professor of Marketing, Management Development Institute, Gurgaon, India, Visiting Professor, Wits Business School, Johannesburg, South Africa

The book fills a useful slot for course material in IMC in Indian management schools, given its blend of theory and Indian cases and examples. Written by an academic in collaboration with an industry veteran, the book is a nice blend of conceptual inputs and cases drawn from a range of industries. - Mr Ambi M.G.Parameswaran, Executive Director & CEO – Mumbai, Draftfcb + Ulka

As a textbook it has rightfully a good blend of theory and examples. The contents are quite exhaustive and cover everything under the broad domain of marketing communications. – Dr Seema Gupta, IIM, Bangalore

Kruti and Alan’s book will help young advertising professionals immerse themselves in their brands, create a better sense of ownership and pride in their work and earn the respect of their clients. Advertising and Promotions - An IMC perspective is easy to read, effective and connects well using simple and evocative Indian examples and case studies. - Mr Krishna Mohan, former President and National head of Training, Ogilvy & Mather. Currently Chief Mentor, Eco Earth an NGO working with rural communities.

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