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Recommended reading

Recommended reading

Business-to-Business Marketing: A Step-by-Step Guide
(Ray Wright)
(ISBN: 978 0273 64647 1)
This book offers the reader a clear, cogent understanding of this newly-emerging and rapidly evolving sub-discipline. It contains local and global case studies and comparisons between Business-to-Business and Business-to-Consumer marketing.

Commonsense Direct and Digital Marketing
(Drayton Bird)
(ISBN: 978 0 7494 4760 1)
The book guides you step by step through the intricacies of direct marketing, yet almost reads like a novel. It doesn’t just tell you what to do and what to avoid, scores of international case studies show you how.

Consumer Behavior
(Michael Solomon)
(ISBN: 978 1405 87324 6)
A comprehensive, lively, contemporary and practical introduction to consumer behaviour. It shows how research and concepts in this subject can inform and be applied to broader/strategic marketing issues.

Direct Marketing in Practice
(Brian Thomas and Matthew Housden)
(ISBN: 978 0 7506 2428 2)
A practical manual for those contemplating or starting a career in direct marketing. This book is an invaluable guide to contemporary practice and includes many examples of best practice worldwide.

E-Marketing Excellence
(PR Smith and Dave Chaffey)
(ISBN: 978 07506 6359 5)
A vital reference point for all students and managers involved in marketing strategy and implementation. This is a practical guide to creating and executing e-marketing plans, combining established approaches to marketing planning with the creative use of new e-models and e-tools.

How to Advertise
(Ken Roman, Jane Maas, Martin Nisenholtz)
(ISBN: 978 07494 4462 4)
An authoritative and comprehensive guide to effective advertising, it is widely used by advertisers, agencies and business schools. This edition includes chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as fresh insights and new examples throughout.

IMC –The Next Generation
(Don Schultz, Heidi Schultz)
(ISBN: 978 00714 1662 7)
This book shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s Integrated Marketing Communications model.

Integrated Marketing Communications
(David Pikton, Amanda Broderick)
(ISBN: 978 0273 67645 4)
Integrated Marketing Communications takes into account all aspects and elements of marketing communications. It contains relevant case studies covering a wide variety of sectors and marketing scenarios.

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Internet Marketing: Strategy, Implementation and Practice
(Dave Chaffey, Richard Mayer, Kevin Johnston, Fiona Ellis-Chadwick)
(ISBN: 978 0 273 69405 2)
A comprehensive guide to how organisations can use the Internet to support their marketing activities. It covers all aspects of the subject, from environmental analysis to strategy development and implementation.

Marketing Principles and Practice
(Dennis Adcock, Al Halborg, Caroline Ross)
(ISBN: 978 0273 64677 8)
Marketing principles are explained in the context of organisations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasising the practical aspects of the subject as well as the concepts.

Marketing Research: An Integrated Approach
(Alan Wilson)
(ISBN: 978 0273 69474 8)
This concise book places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than a backroom activity performed by statisticians.

Ogilvy on Advertising
(David Ogilvy)
(ISBN: 0-517-55075-X)
This book contains everything you need to know about creating successful advertisements. It is as relevant today as when it was first written in the 80’s, and has remained one of the most widely read, quoted and consulted books in the Advertising profession.

Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work
(Julian Cummins, Roddy Mullin)
(ISBN: 978 07494 5021 2)
Packed with practical examples as well as updated and new case studies, Sales Promotion details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy.

The New Marketing: Transforming the Corporate Future
(Malcolm McDonald, Hugh Wilson)
(ISBN: 0 7506 5387 6)
An ideal guide to tailoring an organization’s marketing strategy to the demands of the twenty-first century marketplace.

The PR Practitioners Desktop Guide
(Caroline Black)
(ISBN: 978 1854 18613 3)
A practical source of reference on every aspect of the business written by a successful PR professional, clearly laid out and packed with valuable checklists, tips and techniques, warning signs and helpful summaries.

Up Close and Personal?: Customer Relationship Marketing at Work
(Paul R Gamble, Merlin Stone, Neil Woodcock, Bryan Foss)
(ISBN: 0 7494 4691 9)
Up Close and Personal provides practical new insights into effective customer relationship marketing. The book explores in depth a variety of issues including strategies, policies and plans; measuring the impact; segmentation; and managing good and bad customers.

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