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Marketing Communications

Offline and Online Integration, Engagement and Analytics

Examine the many and varied forms of marketing with this book which guides students and practitioners through each modern marketing communications tool.
EAN: 9780749473402
Edition: 6
Format: 247x190
600 pages

About the book

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.

About the authors

Ze Zook

Ze Zook is an integrated marketing author, lecturer, producer and consultant specialising in the creative industries. He has worked with ballet, film and music, working with sponsors such as Sainsbury's and The Prince's Trust. Ze is a visiting academic at Regent's University London, he has written on media and digital marketing for Cambridge Marketing College, and he consults on digital marketing for private-sector disruptive start-ups.

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PR Smith

PR Smith is an international speaker, integrated digital marketer, author (6 books in 8 languages) and founder of SOSTAC® Planning framework, voted in the Top 3 business models worldwide by the Chartered Institute of Marketing's Centenary Poll and now adopted by innovative companies like Linkedin, KPMG, Greenpeace and disruptive start-ups. He has just launched the SOSTAC® Certified Planners online portal where visitors learn to write the perfect plan in 4 minutes (video). PR Smith also founded the Great Sportsmanship Programme, an inspirational NFP edutainment programme which inspires a new generation of global citizens from Dubai to Dublin through short stories about sportsmanship. He is the author of Marketing Communications (now in its 7th edition) Strategic Marketing Communications and Great Answers to Tough Marketing Questions (both published by Kogan Page).

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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