- Covers all aspects of marketing from the planning stages and implementation to measuring data and campaign performance
- Grounds big picture theory in real-world practice with case studies from cutting-edge global companies, including TikTok and Spotify
- New to this edition content on the following key topics: Social Media Marketing and AI, Retail Digital Advertising, Third-party data, Measurement of MarComms, Semiotics and the Metaverse, plus updated global case studies and examples
- Online Resources: PowerPoint slides for lecturers, and a multiple choice question bank
Marketing Communications
Integrating Online and Offline, Customer Engagement and Digital Technologies
Discover how to plan and implement successful marketing with this invaluable core textbook complete with in depth, integrated marketing elements throughout.
Key features at a glance
Temporarily Unavailable
EAN: 9781398611719
Edition: 8
Published:
Format: 246x189
760 pages
About the book
This newly updated, carefully structured accessible textbook provides students and practitioners with the skills they need to deliver successful marketing communications in today's fast-changing hypercompetitive markets.
The eighth edition of Marketing Communications continues to be a core resource covering all aspects of marketing communications from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, Ad campaigns, PR campaigns, big data, marketing automation, AI, Virtual Reality and more with this comprehensive textbook.
Learn through current, real-world examples from global companies such as Tesla and TikTok and explore what it takes to build a truly integrated, successful marketing communications plan. Incorporating branding, customer journeys, customer insights and more, Marketing Communications also provides in-depth content on the legal requirements you need to develop your strategy including GDPR and AI rules and regulations. This edition is packed with intriguing examples from Ed Sheeran to Ariana Grande, from FIFA to KFC, from Guinness to Google and Airbnb to Amazon.
This edition looks in depth at ongoing impact of AI in all aspects of marketing communications ensuring that you have the tools necessary to reach today's time-poor customers while utilizing the latest technologies.
Marketing Communications will give readers the confidence to work in an environment of constant technological transformation to create fully integrated strategies and successful campaigns.
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 are recommended if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns.
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