Marketing Communications: Integrating Online and Offline, Integrating Online and Offline, Customer Engagement and Digital Technologies, Eighth Edition
- 17h 54m
- PR Smith, Ze Zook
- Kogan Page
- 2024
This newly updated, carefully structured accessible textbook provides students and practitioners with the skills they need to deliver successful marketing communications in today's fast-changing hypercompetitive markets.
The eighth edition of Marketing Communications continues to be a core resource covering all aspects of marketing communications from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, Ad campaigns, PR campaigns, big data, marketing automation, AI, Virtual Reality and more with this comprehensive textbook.
Learn through current, real-world examples from global companies such as Tesla and TikTok and explore what it takes to build a truly integrated, successful marketing communications plan. Incorporating branding, customer journeys, customer insights and more, Marketing Communications also provides in-depth content on the legal requirements you need to develop your strategy including GDPR and AI rules and regulations. This edition is packed with intriguing examples from Ed Sheeran to Ariana Grande, from FIFA to KFC, from Guinness to Google and Airbnb to Amazon.
Marketing Communications will give readers the confidence to work in an environment of constant technological transformation to create fully integrated strategies and successful campaigns.
About the Author
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.
In this Book
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Preface
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About This Book
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Key Features of This Book
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Integrated Marketing Communications
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Branding
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Customer Relationship Management
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Buyer Behaviour
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Communications Theory
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Marketing Communications Research, Metrics And Measurement
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Marketing Communications Agencies
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International Marketing Communications
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The Changing Communications Environment
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The Marketing Communications Plan
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Selling, Social Selling, AI Integrated Telesales, MA, Martech and the Metaverse
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Advertising
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Publicity and Public Relations
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Sponsorship
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Content Marketing and Other Sales Promotion
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Direct Mail, Email, Messaging and Chatbots
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Exhibitions, Events and Experiential Marketing
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Merchandising and Point of Sale
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Packaging
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Owned Media – Websites and Social Media
