David Pickton

Honorary Academic Fellow (Marketing communications)

Leicester, UK

David is author of the acclaimed book ‘Integrated Marketing Communications’ and co-author of award winning ‘Marketing: an introduction’. He has authored numerous journal and conference papers and industry reports and has contributed to other academic texts. His research into marketing communication practices has led him to develop major models of integrated marketing communications: the Process Model; the RABOSTIC Model; the Wheel of IMC; the 4Cs, 4Es and 4Ss of IMC; and the IMC Assessment Profile. - these have been summarised in his paper, “WHAT IS INTEGRATED MARKETING COMMUNICATIONS?' Other areas of interest include competitive intelligence and, with Sheila Wright, has developed the PRESTCOM model of business analysis which significantly enhances similar preceding approaches. He instigated the development and was founding member of De Montfort University’s academic Department of Marketing, Leicester, England, subsequently becoming its Head.

Publications

https://www.academia.edu/17658396/WHAT_IS_INTEGRATED_MARKETING_COMMUNICATIONS_Integrating_integrated_marketing_communications_3_Models_4Cs_4Es_4Ss_and_a_Profile_By_David_W_Pickton_and_Amanda_Broderick
http://www.hamidrezairani.ir/wp-content/uploads/2016/02/David-Pickton-Amanda-Broderick-Integrated-Marketing-Communications-2005.pdf

David Pickton

Publications

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