Marketing Communications

Integrating Online and Offline, Customer Engagement and Digital Technologies
8. Auflage 2024
ISBN: 978-1-3986-1171-9
Verlag: Kogan Page

Buch, Englisch, 760 Seiten, Format (B × H): 188 mm x 242 mm, Gewicht: 1460 g

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.

Autoren/Hrsg.

Smith, Pr

Zook, Ze

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• Section - ONE: Communications background and theories;
• • Chapter - 01: Integrated marketing communications;
  • Chapter - 02: Branding;
  • Chapter - 03: Customer relationship management;
  • Chapter - 04: Buyer behaviour;
  • Chapter - 05: Communications theory;
  • Chapter - 06: Marketing communications research, metrics and measurement;
  • Chapter - 07: Marketing communications agencies;
  • Chapter - 08: International marketing communications;
  • Chapter - 09: The changing communications environment;
  • Chapter - 10: The marketing communications plan;
• Section - TWO: Communications tools;
• • Chapter - 11: Selling, social selling, AI integrated telesales, MA, martech and the metaverse;
  • Chapter - 12: Advertising;
  • Chapter - 13: Publicity and public relations;
  • Chapter - 14: Sponsorship;
  • Chapter - 15: Content marketing and other sales promotion;
  • Chapter - 16: Direct mail, email, messaging and chatbots;
  • Chapter - 17: Exhibitions, events and experiential marketing;
  • Chapter - 18: Merchandising and point of sale;
  • Chapter - 19: Packaging;
  • Chapter - 20: Owned media – websites and social media;

Über Autor(innen)

Zook, Ze
Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping Start-up's and businesses fulfil their missions and business goals. He is a visiting academic at the Grenoble School of Management and supervisor/consultant on the MSc Bio-Tech programme. Ze has developed postgraduate digital marketing programmes at several UK universities and he is currently the lead on the Business Consultancy Project at the University of Portsmouth. He is also engaged in the Blockchain space and has written in this arena. He is a member of the Blockchain Council.

Smith, Pr
PR Smith is a marketing consultant, bestselling business author and international speaker. A Fellow of CIM and the Institute of Direct and Digital Marketing, 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. He is a guest lecturer at Technologies University Dublin and Cardiff University.

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.