Pr Smith, Ze Zook

Marketing Communications (eBook, ePUB)

Integrating Online and Offline, Customer Engagement and Digital Technologies

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 760
• Erscheinungstermin: 3. März 2024
• Englisch
• ISBN-13: 9781398611726
• Artikelnr.: 70052024

Autorenporträt

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.

Inhaltsangabe

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;