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List of contents
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;
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
Discover how to plan and implement successful marketing with this invaluable core textbook complete with in depth, integrated marketing elements throughout.
