Marketing Communications
This book
<< Has the strongest focus on
online and offline integration of any marketing communications textbook, offering a blended approach that is key for the industry
Integrating Online and Offline, Customer Engagement and Digital Technologies
<< New in this edition: increased
Edition 7 Date
03/12/2019
Paperback Ebook Hardback
9780749498641 £39.99 9780749498658 £39.99 9781789666953 £120.00
focus on online and offline integration; customer experience; the opportunities and risks of social media; navigating ethical and data management challenges; cutting edge digital technologies, and updated case studies and examples
<< Online resources: lecture slides
per chapter, multiple choice question bank and video reviews
Pages 672 Dimensions 246x189 Subject Digital Marketing
Author Information
Description
PR Smith is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC® Planning Framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing’s Centenary Poll, and created the Great Sportsmanship Programme.
“The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns.” Dave Chaffey, Co-founder and Content Director, Smart Insights
Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent’s University London and consults on digital marketing for private-sector disruptive start-ups.
Rights Sold 5th Edition: Chinese (Simplified)
This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolt–on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students how AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns; the opportunity and risks of social media; how to navigate ethical and data management challenges; and how to use the current preferred digital marketing tools and technology. Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation. Online resources include lecture slides for each chapter, multiple choice question bank and video reviews.
Table of Contents 1 2 3 4 5 6 7 8 9 10 11 12 13
78
Marketing & Communications
Communications background and theories New integrated marketing communications Branding Customer relationship management Buyer behaviour Communications theory Marketing communications research Marketing communications agencies International marketing communications The marketing communications plan The changing communications environment Communications tools Selling, social selling, marketing automation and martech 14 Advertising 15 Publicity and public relations 16 Sponsorship
17 18 19 20 21 22
Content marketing and other sales promotion Direct mail, email, messaging and chatbots Exhibitions, events and experiential marketing Merchandizing and point of sale Packaging Owned media – websites and social media;
Related Title Digital Marketing Strategy 9780749474706 £29.99
