Product details
- ISBN 9781398611733
- Dimensions: 189 x 246mm
- Publication Date: 03 Mar 2024
- Publisher: Kogan Page Ltd
- Publication City/Country: GB
- Product Form: Hardback
- Language: English
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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.
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 startups and businesses fulfil their missions and business goals. He is a visiting academic at the Grenoble School of Management, France, and supervisor/consultant on the MSc Bio-Tech programme. He has a background in the creative industries and health, having worked and partnered with companies such as Microsoft, Adidas, Zenithoptimedia and Sainsbury's. He has developed postgraduate digital marketing programmes at several UK universities. He is currently the lead on the Business Consultancy Project at the University of Portsmouth, UK.
