Marketing Communications: Offline and Online Integration, Engagement and Analytics

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9780749473402: Marketing Communications: Offline and Online Integration, Engagement and Analytics
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Presenting modern marketing communication theories and tools in an accessible and jargon-free way, this new sixth edition of Marketing Communications, has been updated to specifically focus on integrating online and offline techniques with a social media approach.  All the chapters include new mini-case studies and real-life examples to reflect the many digital developments which have occurred since the fifth edition's publication in 2011.

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About the Author:

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, boost their results with better marketing.
 
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 has worked with the ballet, film and music industries and with sponsors such as Sainsbury's and The Prince's Trust. He is a visiting academic at Regent's University London, and he consults on digital marketing for private-sector disruptive start-ups.

Review:

Praise for the previous edition: "This refreshing book will give the reader an overview of marketing and how to adapt their business strategy to take advantage of the latest technologies." (Daniel Doherty Digital Doughnut)

Praise for the previous edition:
“Staying on top of the game and recognizing trends are vital, and PR Smith and Ze Zook come together to provide a complete and comprehensive guide for a dual approach to marketing. Marketing Communications is a highly useful and highly recommended resource.”

(Bookreview Midwest)

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Book Description Kogan Page Ltd, United Kingdom, 2016. Paperback. Condition: New. 6th Revised edition. Language: English . Brand New Book. Marketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell s Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts. This edition is also supported by a wealth of online resources, including lecture slides for every chapter and self-tests for students. Seller Inventory # AA99780749473402

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Book Description Kogan Page Ltd, United Kingdom, 2016. Paperback. Condition: New. 6th Revised edition. Language: English . Brand New Book. Marketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell s Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts. This edition is also supported by a wealth of online resources, including lecture slides for every chapter and self-tests for students. Seller Inventory # AA99780749473402

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