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"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
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 bolts-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
- 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.
List of contents
Section - ONE: Communications background and theories; Chapter - 01: New integrated marketing communications; Chapter - 02: Branding; Chapter - 03: Customer relationship management; Chapter - 04: Buyer behaviour; Chapter - 05: Communications theory; Chapter - 06: Marketing communications research; Chapter - 07: Marketing communications agencies; Chapter - 08: International marketing communications; Chapter - 09: The marketing communications plan; Chapter - 10: The changing communications environment; Section - TWO: Communications tools; Chapter - 11: Selling, social selling, marketing automation and martech; 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: Merchandizing and point of sale; Chapter - 19: Packaging; Chapter - 20: Owned media - websites and social media; Chapter - 21: Index
About the author
PR Smith is a marketing consultant, bestselling business author and international speaker. A Fellow of CIM and the Institute of Direct and Digital Marketing, 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. He is a guest lecturer at Technologies University Dublin and Cardiff University.Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping Start-up's and businesses fulfil their missions and business goals. He is a visiting academic at the Grenoble School of Management and supervisor/consultant on the MSc Bio-Tech programme. Ze has developed postgraduate digital marketing programmes at several UK universities and he is currently the lead on the Business Consultancy Project at the University of Portsmouth. He is also engaged in the Blockchain space and has written in this arena. He is a member of the Blockchain Council.
Summary
Examine the many and varied forms of marketing with this fully-updated edition, guiding students and practitioners through each modern marketing communications tool.
Foreword
Online resources: lecture slides per chapter, multiple choice question bank and video reviews
