Marketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell's Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts. This edition is also supported by a wealth of online resources, including lecture slides for every chapter and self-tests for students.
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Examine the many and varied forms of marketing with this book which guides students and practitioners through each modern marketing communications tool.
Section - ONE: COMMUNICATIONS BACKGROUND AND THEORIES;Chapter - 01: New 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: Media buying and planning;Chapter - 08: Marketing communications agencies;Chapter - 09: International marketing communications;Chapter - 10: The marketing communications plan;Chapter - 11: The changing communications environment;Section - TWO: COMMUNICATIONS TOOLS;Chapter - 12: Selling, social selling, sales management and key account management;Chapter - 13: Advertising;Chapter - 14: Publicity and public relations;Chapter - 15: Sponsorship;Chapter - 16: Sales promotions, gaming and content marketing;Chapter - 17: Direct mail (including e-mail);Chapter - 18: Exhibitions, conferences and events;Chapter - 19: Merchandising and point of sale;Chapter - 20: Packaging;Chapter - 21: Owned media - websites and social media
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"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend the latest edition of Marketing Communications if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns, filled with examples to inspire you." * Dave Chaffey, Co-founder and CEO, Smart Insights *"This refreshing book will give the reader an overview of marketing and how to adapt their business strategy to take advantage of the latest technologies." * Daniel Doherty, Digital Doughnut *"This is the single most comprehensive marketing communications text...essential reading for anyone moving up the marketing ladder." * Merlin Stone, IBM Professor of Relationship Marketing, Bristol Business School, UWE (about a previous edition) *"I recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximize ROI from the promotional budget." * Jorian Murray, Managing Director, DDB London (about a previous edition) *"Filling and comprehensive... I'd recommend you give it space on your bookshelf, and once a week turn off the computer and open the book. For most us, there will be something to learn." * B2B Marketing Magazine (about a previous edition) *
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Features more underpinning theory to reflect the current state of play for marketing communications experts, including mobile, marketing automation, location-based marketing, social media campaigns and audits, content marketing, split testing, new listening tools and analytics Addresses the latest integrated offline and online with social media approach, with a particular emphasis on analytics, engagement and integration Helps readers understand difficult concepts with jargon-free explanations and extensive real-world examples and case studies from companies such as Campbell's Soup, Spotify, Paypal, Liberty Insurance, Kraft and Nike
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6. utgave
Kogan Page Ltd
720 gr
247 mm
190 mm
21 mm
05, 06, UU, P
Product language
Product format
Antall sider


Om bidragsyterne

PR Smith is a marketing consultant, bestselling business author and inspirational speaker. Paul has helped hundreds of businesses, from innovative start-ups to established blue-chip companies, boost their results with better marketing. 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 has worked with the ballet, film and music industries and with sponsors such as Sainsbury's and The Prince's Trust. Ze is a visiting academic at Regent's University London and he consults on digital marketing for private-sector disruptive start-ups.