Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies 8th Edition-Wow! eBook

Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies
Author: by PR Smith (Author), Ze Zook (Author)
Publisher: Kogan Page
Edition: 8th
Publication Date: 2024-03-26
Language: English
Print Length: 760 pages
ISBN-10: 1398611735
ISBN-13: 9781398611733

Book Description

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.

Review

"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." ― Dave Chaffey, co-founder, SmartInsights.com

"This 8th edition is an excellent combination of cutting-edge practice and classic principles. It is very accessible, demystifying the relationship between tech, AI, analytics, and creativity in marcomms." ― Dr. Ray Sylvester, Kelley School of Business, Indiana University, USA

"This edition, more than any other publication, is a masterpiece for all serious marketers (practitioners, students and educators). It assists marketers in embracing AI, emergent tech, analytics and creativity in MarComms, and is underpinned by excellent examples of best practices." ― Kelvin Golding, Global Delivery Framework, Chartered Institute of Marketing

About the Author

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.

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.

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Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies 8th Edition

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