- 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