Full marketing integration is vital in establishing effective marketing initiatives. This newly updated, clear and accessible textbook provides students and practitioners with the skills they need to deliver successful campaigns for the modern consumer.
The 8th edition of Marketing Communications continues to be a core resource covering all aspects of marketing from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, PR campaigns, big data, marketing automation and more with this complete textbook.
Learn through current, real-world case studies from global companies such as TikTok and Spotify and explore what it takes to build a truly integrated, successful marketing plan. Incorporating branding, customer journey, advertising and more, Marketing Communications also provides in depth content on the legal requirements you need to develop your strategy including all you need to know about new GDPR rules and 3rd party data.
New to this edition, it includes information on the ongoing impact of AI in all aspects of marketing communications ensuring that you have all the tools necessary to reach the modern consumer while utilizing the latest industry technologies.
This book will give readers the confidence to work in an environment of constant technological transformation and build the core skills they need as marketers to create fully integrated strategies and successful campaigns.
Discover how to plan and implement successful marketing with this invaluable core textbook complete with in depth, integrated marketing elements throughout.
Full marketing integration is vital in establishing effective marketing initiatives. This newly updated, clear and accessible textbook provides students and practitioners with the skills they need to deliver successful campaigns for the modern consumer.
The 8th edition of Marketing Communications continues to be a core resource covering all aspects of marketing from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, PR campaigns, big data, marketing automation and more with this complete textbook.
Learn through current, real-world case studies from global companies such as TikTok and Spotify and explore what it takes to build a truly integrated, successful marketing plan. Incorporating branding, customer journey, advertising and more, Marketing Communications also provides in depth content on the legal requirements you need to develop your strategy including all you need to know about new GDPR rules and 3rd party data.
New to this edition, it includes information on the ongoing impact of AI in all aspects of marketing communications ensuring that you have all the tools necessary to reach the modern consumer while utilizing the latest industry technologies.
This book will give readers the confidence to work in an environment of constant technological transformation and build the core skills they need as marketers to create fully integrated strategies and successful campaigns.
Recenzijas
"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. The latest edition of marketing communications is filled with examples to inspire you and are recommended if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." * Dave Chaffey, co-founder, SmartInsights.com * "This 8th edition is an excellent combination of cutting-edge practice and classic principles. It is very accessible, demystifying the relationship between tech, AI, analytics, and creativity in marcomms." * Dr. Ray Sylvester, Kelley School of Business, Indiana University, USA * "This edition, more than any other publication, is a masterpiece for all serious marketers (practitioners, students and educators). It assists marketers in embracing AI, emergent tech, analytics and creativity in MarComms, and is underpinned by excellent examples of best practices." * Kelvin Golding, Global Delivery Framework, Chartered Institute of Marketing *
Section - ONE: Communications background and theories;
Chapter - 01: Integrated marketing communications;
Chapter - 02: Branding;
Chapter - 03: Customer relationship management;
Chapter - 04: Buyer behaviour;
Chapter - 05: Communications theory;
Chapter - 06: Marketing communications research, metrics and measurement;
Chapter - 07: Marketing communications agencies;
Chapter - 08: International marketing communications;
Chapter - 09: The changing communications environment;
Chapter - 10: The marketing communications plan;
Section - TWO: Communications tools;
Chapter - 11: Selling, social selling, AI integrated telesales, MA, martech
and the metaverse;
Chapter - 12: Advertising;
Chapter - 13: Publicity and public relations;
Chapter - 14: Sponsorship;
Chapter - 15: Content marketing and other sales promotion;
Chapter - 16: Direct mail, email, messaging and chatbots;
Chapter - 17: Exhibitions, events and experiential marketing;
Chapter - 18: Merchandising and point of sale;
Chapter - 19: Packaging;
Chapter - 20: Owned media websites and social media;
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.
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.
