Marketing Communications:
Integrated Theory, Strategy & Tactics

by James G. Hutton and Francis J. Mulhern
 

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PLEASE NOTE:  The book is sold out, so copies are no longer available from Amazon.com, Baker & Taylor and other distributors.  Unfortunately, the authors are busy with their teaching, research and consulting, so we do not know if or when there will be another printing or a second edition.  No new books are in stock, but we have a few copies with slight flaws such as scuffed, scratched or dented covers.  Please contact the publisher directly if you are interested in purchasing one of those used copies.

Pentagram Publishing
E-mail:  glenn@pentagrampublishing.com

Click here to e-mail us.

 

As reviewed in the spring 2002 issue of Public Relations Quarterly:

“Jim Hutton and Frank Mulhern … cover the theory while at the same time offering specific, practical lessons you can put to use immediately with your clients or organizations.”  “They present their ideas with clarity, conviction and … a minimum of academic jargon.”  “This text is jam-packed full of useful information.”  “I have no qualms highly recommending this text as a valuable tool ... and useful resource.”

(Excerpts from a review by Carole M. Howard, author, speaker and retired worldwide VP of Public Relations for The Reader’s Digest Association Inc.)
 

Sample comments from readers:

“Looks great…  great content.”

    Paul M. Tobin, Chairman
    LogicBay Corporation

“Concise, hands-on, and clearly based on experience…  I like the book's broader (more strategic) approach very much.  And its conciseness is refreshing.  The chapter on databases is the best I've seen.”
    Dr. Debra L. Stephens
    Pamplin School of Business, University of Portland

“I found it very impressive, informative as well as well organized.  Congratulations!”
    Masaru Ariga, Senior Marketing Planner
    Dentsu (Japan’s largest advertising agency)

“My students found the book to be excellent and a very high value....  I think you've hit upon a book concept that is unique.... First, it is inexpensive, but extremely thorough....  Second, it takes a strong point of view and in this new academic world where no one wants to offend anyone else, the people who read your text know up front that you are engaged in the rhetorical (persuasive) process, whether they agree or not. Finally, the organization of the text seems to be both logical and progressive. You lay a foundation from the first chapter and build on that. In the world of mushy undergraduate education with little coherence, students will appreciate your roadmap and things coming together in the text.  Thank you for an excellent product and remarkable service.”
    Professor Loyd S. Pettegrew
    University of South Florida
 
“I really like your book for the MBA level.  The [competing] book has good support stuff, but it is not strategic enough and looks at IMC as an extension of advertising.”
    Frederick C. Bagg
    Director, Community Relations & Marketing, St. Francis Carson Square Offices
    and adjunct professor at the University of Indianapolis
  
“I want to thank you for writing this book.  It is one of the most useful I have come across.  As my students describe it, it is like a handbook for marketing communication rather than a theory packed dictionary of terms like most other books.  If you ever consider adding sections on communications strategies in eastern and central Europe, please let me know; I would be honored to be a part of such a useful textbook.”
    Professor Dudley Blossom
    American University of Bulgaria

Catalog information:

Marketing Communications: Integrated Theory, Strategy & Tactics

      LCCN: 2001087149
      ISBN: 0-9709103-0-4

      1. Communication in marketing. 2. Advertising.
      3. Sales promotion.   I. Mulhern, Francis J.  II. Title

     HF5415.123.H88 2001               658.8’02
                                                QBI01-200668

    Four-color cover; 384 black-and-white text pages.
 

Policy for review copies:

Professors who may wish to adopt the book for a class may obtain a review copy by sending a $15 check (plus international shipping costs, if applicable) to the first author, below.  The $15 is refundable upon adoption or return of the book.

Dr. James G. Hutton
Dept. of Marketing, Management & Information Systems
Silberman College of Business
Fairleigh Dickinson University
1000 River Road – H-DH2-07
Teaneck, NJ 07666

Voice and fax:  201-692-7241
E-mail:  jghutton@earthlink.net or hutton@fdu.edu
Personal web page:  http://alpha.fdu.edu/~hutton
 

General overview of book:

Marketing Communications: Integrated Theory, Strategy & Tactics is designed for thoughtful marketing/communications practitioners and students interested in a more comprehensive, eclectic, provocative alternative to traditional advertising and sales-promotion books.  The authors are marketing professors with extensive business and consulting backgrounds.  The book includes sidebars written by some of the top marketing communications professionals in the country.

Marketing Communications begins with an overview of the marketing communications process, including research, strategic objectives, corporate culture/identity, branding/positioning, creativity, and media/messages.  It then guides the reader through a variety of tactics (advertising, publicity, sales promotion, word-of-mouth communication, etc.) and how to evaluate marketing-communication programs.  The book then concludes with a "special topics" section that covers legal issues; distinctions between consumer and business-to-business marketing communications; international issues; philosophical issues; etc.

The book is perhaps the first true marketing communications book, in the sense that it is not just a glorified advertising or sales-promotion book, but gives equal weight to a variety of marketing communications tactics.  It is much more a strategic handbook, rather than a how-to-work-for-an-ad-agency book that focuses on things like media buying and copywriting techniques.
 

Further information for professors:

The book is suitable for graduate or advanced undergraduate courses such as Marketing Communications, Integrated Communications, Advertising Management or Advertising Campaigns.  It contains a great deal of material not found in typical advertising, promotion or marketing communications textbooks, such as excellent sections on databases, word-of-mouth communication, sales promotions, the creative process, mass media, and corporate culture/identity, so the book is also very useful as a source of supplemental information and ideas for professors.  Students will love the price -- only $39.95.
 

Table of contents:

About the Authors v
Preface vii

SECTION I. OVERVIEW

Ch. 1  Introduction to Marketing Communications 1
 • Definitions
 • Integrated marketing communication
 • Marketing-communication education
 • How marketing communications plans fit into business plans

SECTION II. THE MARKETING COMMUNICATIONS PROCESS

Ch. 2  Analyzing the Situation and Defining the Mission 13
 • An all-purpose marketing-communication plan
 • The evolution of marketing
 • Defining the purpose of your marketing communications
 • Defining the business
 • Conducting research

Ch. 3  Understanding the Market and Setting Strategic Objectives 43
 • Buyer-behavior models and issues
 • Perspectives on persuasion
 • Segmentation

Ch. 4  Corporate Culture and Corporate Identity 65

Ch. 5  Branding and Positioning the Product, Service or Organization 81

Ch. 6  Creativity 93
 • The nature of creativity
 • How to be more creative
 • Creativity tools

Ch. 7  Media and Messages 105
 • The nature of media
 • Advantages/disadvantages of specific media
 • “Basic” technologies and “central” media
 • Types of messages
 • Guidelines for message development
 • Visual communication

SECTION III. MARKETING COMMUNICATIONS TACTICS

Ch. 8  Overview of Marketing Communications Tactics 121
Ch. 9  Databases and Database Marketing 131
Ch. 10  Advertising 149
Ch. 11  Publicity and Other Marketing-Related Public Relations 163
Ch. 12  Promotions 175
Ch. 13  Internet Marketing 193
Ch. 14  Direct Marketing 211
Ch. 15  Product, Store and Package Design, and Other Point-of-Purchase Communications 223
Ch. 16  Personal Selling, Trade Shows and Promotional Products 229
Ch. 17  Word-of-Mouth Communications 241

SECTION IV. EXECUTING THE PLAN

Ch. 18  Implementation and Evaluation 251
 • The action plan
 • The post-purchase phase of the decision process
 • Evaluation and measurement
 • Management and leadership

SECTION V. SPECIAL TOPICS IN MARKETING COMMUNICATIONS

Ch. 19  Public Relations: Managing Strategic Relationships and Building Corporate Equity 267

Ch. 20  Legal Issues 285

Ch. 21  Distinctions Among Consumer, Business-to-Business, Services and Other Types
of Marketing 293

Ch. 22  International Issues: Language and Cultural Challenges 303

Ch. 23  Philosophical Issues in Marketing Communication 321
 • The impact of marketing communications on society
 • The impact of marketing communications on institutions
 • The impact of marketing communications on the individual

Ch. 24  The Future of Marketing and Marketing Communications 337
 • Relationship Marketing: Brave New World or Back to the Future?
 • Technology

Websites to Explore 349
Credits 353
List of Figures and Tables 355
List of Sidebars and Authors 359
Index 361
 
 

About the authors:
 

James G. Hutton, Ph.D.

Jim Hutton teaches marketing and communications at Fairleigh Dickinson University in northern New Jersey, just outside of New York. Previously, Dr. Hutton taught at the University of Hawaii, the University of St. Thomas (Minnesota's largest private university), and the Carlson School of Management at the University of Minnesota. He has served as a counselor, research consultant and trainer for numerous organizations, including 3M, the American Red Cross, Padilla Speer Beardsley, General Motors, ADC Telecommunications and Financial Executives International. He has also spoken at numerous national and international professional conferences.

Prior to his academic and consulting career, Dr. Hutton was a manager of corporate and financial communications for three major multinational corporations, including Boise Cascade Corp., Dillingham Corp. (Honolulu), and the U.S. subsidiary of Hong Kong's largest corporation, Jardine Matheson & Co., Ltd. (profiled in the best-selling novels Taipan and Noble House).

Hutton's Ph.D. in marketing is from the University of Texas at Austin, where he was a University Fellow and Dean’s Doctoral Fellow in Business. His primary expertise is in marketing communications and corporate communications, including brand equity, integrated marketing communications, relationship marketing, financial communications, corporate communications management and corporate identity.

Dr. Hutton's articles have appeared in a number of academic and professional journals, including the Journal of Business Research, the Journal of Marketing Communications, the Journal of Brand Management, the Public Relations Journal, Public Relations Review and the Journal of Communication Management, where he is on the editorial review board. He is also the author of Houston: History of a Giant and The Feel-Good Society: How the "Customer" Metaphor is Undermining American Education, Religion, Media and Healthcare.
 

Francis J. Mulhern, Ph.D.

Frank Mulhern teaches marketing management, database marketing and research methods as an associate professor and chairman of the Integrated Marketing Communications (IMC) program at Northwestern University. He is also an adjunct faculty member in the Managerial Communication Program in Northwestern's School of Speech Communications. Professor Mulhern specializes in research on managerial aspects of marketing communications, retail promotions, marketing re-search and statistics. He has published papers on retail pricing and promotions, the effectiveness of coupons, and the purchase behavior of ethnic consumer groups. More recent research involves the analysis of large-scale customer databases for cus-tomer profitability measurement, customer response analysis and direct marketing. Research papers have appeared in numerous scholarly journals including the Journal of Marketing, Journal of Retailing, Journal of Advertising, International Journal of Research in Marketing and Journal of Business Research.

Professor Mulhern consults for several corporations in the consumer packaged goods, retailing and pharmaceutical industries, including Kraft Foods, McDonald's, Merck, Inc., and Merck International. His consulting work emphasizes the analysis of databases for the development of marketing strategies. Professor Mulhern has conducted executive training on marketing management, market research and database marketing for nu-merous organizations, including IBM, Ketchum Public Relations, the American Bankers Association, the American Dairy Association, the Maynard Institute for Journalism Education, and the Korea Federation of Advertising Agencies. Prior to joining Northwestern, Dr. Mulhern was on the faculty at the College of Business Administration at Penn State. He earned his Ph.D. in marketing at the University of Texas at Austin.