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Title: Strategic Brand Communication Campaigns by Don E. Schultz, Beth E. Barnes ISBN: 0-8442-2952-0 Publisher: McGraw-Hill Companies Pub. Date: 11 August, 1999 Format: Hardcover Volumes: 1 List Price(USD): $59.95

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Average Customer Rating: 3.5 (2 reviews)

Rating: 5
Summary: A useful university textbook
Comment: The 16 chapters with 30-50 pages per chapter make for an easy semester workload. The 80 exhibits include clear models, showing how the customer interacts with the brand. The inclusion of two chapters to the importance of the brand in the communications strategey and the linking of brands to each of the marketing communication tools in subsequent chapters reflects the appropiate modern approach.

I would have liked to see a little more than the few pages offered on the use of interactive media but those offered did include examples of web pages and other useful visual information. As the authors rightly point out, not all communications will be interactive in the future and students must not lose sight of other forms of communications.

Overall I found the short paragraphs and clear layout easy to use during lectures.

A really useful textbook.

Rating: 2
Summary: Too theoretical-- not practical!
Comment: Probably the worst book ever written by the integrated marketing communications guru, Don E. Schultz -- an IMC professor at the Medill School of Journalism at Northwestern.

It is too conceptual and theoretical. The real world does not really do IMC quite like that. IMC is still both art and science. The author(s) tend to look at IMC, from a branding perspective, in a dry,boring, and uncreative fashion.Many jargons have been invented in the book. But are they really practical? The book has not thrown in enough cases or examples to explain or illustrate most of the untested theories or concepts convincingly.

Personally, I guess Beth E. Barnes did most of the writing, and Don E. Schultz did most of the so called new concepts or theories invention.

I recommend books like Experiental Marketing, Experience Economy-- they are far more interesting, and practical!

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