Marketing Communications: Integrating Offline and Online with Social Media
by authors, PR Smith and Ze Zook
Review
This is the single most comprehensive marketing communications text…essential reading for anyone moving up the marketing ladder. (Prof Merlin Stone, IBM Professor of Relationship marketing, Bristol Business School, UWE )
I recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximize ROI from the promotional budget. (Jorian Murray, Managing Director, DDB London )
Book Description
Marketing Communications examines the many and varied forms of marketing including: social media, advertising, PR, sponsorship, direct selling and merchandizing. The textbook is accompanied by lecturer and student support resources.
Product Description
The fifth edition of this best-selling text has been significantly updated to include the new communication tools now available to marketing professionals. Heralding the emergence of social media as a marketing revolution, the book integrates offline tools with online tools and, of course, social media. This book opens up new opportunities for marketers to raise their game, and ultimately deliver better results. Marketing Communications covers every aspect of marketing communications in a unique challenging, and often entertaining, style. This European text, has been referred to by the Chartered Institute of Marketing as a marketing major alongside the world’s best American authors. With a plethora of examples and new case studies, as well as online support material for lecturers and students, this essential textbook will guide you through everything you need to know about the changing face of marketing.
About the Author
PR Smith is a marketing consultant, best-selling business author and inspirational speaker. Paul has helped hundreds of businesses, including innovative start-ups and established blue chip companies to boost their results with better marketing. He is also the author of Strategic Marketing Communications and Great Answers to Tough Marketing Questions (both published by Kogan Page), and www.GreatMomentsOfSportsmanship.com, his personal social media campaign.
Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in the creative industries. He has worked with ballet, film and music, working with sponsors such as Sainsbury’s and The Prince’s Trust. He helps creative businesses to fulfil both their missions and their business goals, and he has written on media and digital marketing for Cambridge Marketing College.
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