Marketing Communications

I was already a big fan of the seminal Rossiter & Percy textbook. I read the first edition as a student and became fascinated by advertising. Later, I used the second edition in my classes. Unsurprisingly, the new Rossiter, Percy, & Bergkvist book is an excellent textbook: clearly structured, based on a sound theoretical approach, and highly relevant for marketing practice. This symbioses of theory and practice provides students with a perfect knowledge base for their later job in marketing management.
-- Professor Dr. Tobias Langner
Rossiter, Percy, and Bergkvist’s Marketing Communications is a delightful guide full of essential concepts and theories for our students who are keen to learn modern "marcoms". The authors take readers a delightful journey into a magical world of branding and communication.
-- Shintaro Okazaki
I grew up with this book. And as the authors continue to refine and update it, Marketing Communications represents one of the truly great insights into advertising, marketing and consumers.
-- Professor Mark Ritson

This book, influenced by seasoned ad industry authorities, contains all you need to know about creating and managing a communication effort from brand positioning to  and campaign objectives to campaign management.  All students of communication in a tough environment should have this book on their shelf.    

-- David Aaker

This book represents a successful, meaningful synthesis of the thoughts and practical experiences of the authors. Readers will find strategy-based insights for marketing communications together with implementable tactics. This book could function as a stand-alone text for undergraduate and graduate students and as a resource for practitioners who desire additional perspectives on how to manage their marketing communication efforts.

-- Dr Leslie Carlson