Fitting In The 4th P!
An Integrated Marketing Communications Primer
by
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Norman Clark believes there is a gulf developing between Clients and Advertising Agencies. This is evidenced by the lack of agency personnel being included in Marketing Strategy planning meetings by Clients, which in turn has followed much ineffective advertising produced on their behalf.
He believes the problems stems from neither side truly understanding the requirements of the other to become positive partners in the Marketing process.
The book is an attempt to bridge the gap, by explaining how Marketing works, and how and when the advertising input should be utilised.
Along the way the book has become an excellent primer for those wanting to enter Marketing and/or Advertising businesses.
In over 420 pages different aspects and views are explored and explained and more than 100 Projects are included.
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About the Book
About the Author
Norman Clark is a long term International Marketing and Marketing Communications Specialist. He has spent more than half of his life living and working in foreign countries – from the
His experience could almost be regarded as unique as he has also worked in all aspects of the business from Creative to Account Handling, to heading an Advertising Agency. Strategic alliances with others, lecturing with leading
The book is designed to be the bridge between the 3 Marketing P’s which are all handled internally by companies – Product, Price and Place – and the odd P out – Promotion, which is usually handled by outside agencies.
This volume has been prepared book overcome this significant gap in understanding between the two sides.
There are over 100 practice projects included for both the Practitioner and the new entrant into either side of the business.