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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
Format: 246x189
680 pages

About the book

The integration of online and offline marketing techniques is central to modern marketing practice. Companies can no longer compete if their digital and traditional marketing operate in silos, and organizations are therefore looking for graduates with the skills to implement genuinely integrated marketing campaigns. This new edition of Marketing Communications has had, from its very first edition, a strong focus on integration, and will give students the precise skills that employers are seeking.

This new, seventh edition is written by both an academic and professional, and therefore provides the perfect balance of research and theory combined with real world practicality that teaches students the why behind the how. Marketing Communications features a mixture of extended and short case studies, giving lecturers the flexibility to choose what best suits their teaching style. With increased focus on social media as well as coverage of the latest digital technologies, students will learn more than just how to use the current preferred digital marketing tools - they will become truly confident working in an environment of ongoing technological transformation. Online resources include chapter PowerPoints, multiple choice question bank, and video reviews.

About the authors

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

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