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Marketing Communications

Integrating Online and Offline, Customer Engagement and Digital Technologies

Examine the many and varied forms of marketing with this fully-updated edition, guiding students and practitioners through each modern marketing communications tool.
EAN: 9780749498641
Edition: 7
Published:
Format: 245x189
672 pages

About the book

"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.

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.

More about Ze Zook

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).

More about PR Smith

The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. The latest edition of Marketing Communications is filled with examples to inspire you, and 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