- Has the strongest focus on online and offline integration of any marketing communications textbook, offering a blended approach that is key for the industry
- Grounds big picture theory in real-world practice with case studies from cutting-edge global companies, including Snapchat and Spotify
- Demonstrates how the latest technologies, including AI, Internet of Things, Big Data, AR/VR, and marketing automation, have been used in successful marketing campaigns
- Covers the key themes of customer engagement, experience and journey, equipping students with a truly customer-focused mindset that will be highly sought after by future employers
- New in this edition: Increased focus on online and offline integration; customer experience; the opportunities and risks of social media; navigating ethical and data management challenges; cutting-edge digital technologies, and updated case studies and examples
- Online resources: lecture slides per chapter, multiple choice question bank and video reviews
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.
Key features at a glance
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
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.
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.
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