The marketing communication and branding brief demands a mix of both academic learning and creativity. To start me off with this project I have chosen to begin my learning with the following text books:
Fil, C. (2005) Marketing commuincations: engagement, strategies and practice, 4th ed. Harlow: FT Prentice Hall.
Wilmhurst, J (1990) Fundamentals of Advertising, 2nd ed, Oxford, Butterworth Heinemann.
Ind, N. (2003) Beyond Branding, London, Kogan Page.
I have also chosen to read Haig, M (2003) brand Failures, London, Kogan Page. I chose this title as I thought it would be interesting to see where, why and how brands go wrong so hopefully the one I chose to launch doesn't!
Thats all for now
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