Synopses & Reviews
First published in 1993, ""Marketing Communications"" is firmly established as an international bestseller. P R Smith's contribution to the acceptance and understanding of an integrated approach to marketing communications is now universally recognized. Both marketing professionals and students alike have benefited from his pragmatic and original approach. Indeed, it is included on the Marketing Society's prestigious list of marketing classics. This latest edition has been thoroughly updated and revised. New short cases, statistics and communications techniques, updated 'shock' stories, fresh illustrations and photographs all combine to bring the book right up to date with the current international business scene. In this edition, Jonathan Taylor has worked as a contributor to bring fresh insight, drawing on his high-profile ad agency experience. New major features of this third edition are: * A new e-marketing chapter; * Online lecture support materials in the form of pre-prepared powerpoint lectures. Maintaining the lively style of previous editions, this new edition is packed with visuals, practical tips and useful insights. The cases and examples are drawn from a diverse range of organizations and show successful solutions in action.
Review
""I commend the integrated approach to marketing communications to the reader, whether they be a student coming to grips with the subject or a practitioner aiming to obtain maximum effectiveness from a limited promotional budget.""-- Alan Pulford, Visiting Fellow, Manchester Metropolitan University and Manchester Business
Synopsis
Paul Smith is firmly established as one of Europe's leading marketing authors and is now a senior examiner for the CIM's new eMarketing Award. The CEO of Multimedia Marketing.com, the successful online e-business and e-marketing course providers, he is much sought after as an international speaker and contributor to the marketing press. His other books are: Strategic Marketing Communications and Great Answers to Tough Marketing Questions.
Synopsis
x Completely updated with lots of new cases, statistics and costings, new communications techniques and fresh anecdotal stories
Since it was first published in 1993, "Marketing Communications" has rapidly established its popularity amongst students and practitioners alike. The authors original and youthful approach is considered a refreshing alternative to the regular stuffy, prescriptive textbooks. This new edition will not disappoint. Its absolutely up-to-the-minute with the latest marketing buzz revelations about the latest campaigns (including disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers. Jonathan Taylor contributes fresh insight drawing on his high profile ad agency experience. The new edition of "Marketing Communications" will be bigger and better than ever!
Description
Since it was first published in 1993, Marketing Communications has rapidly established its popularity amongst students and practitioners alike. The author's original and youthful approach is considered a refreshing alternative to the regular stuffy, prescriptive textbooks. This new edition will not disappoint. It's absolutely up-to-the-minute with the latest marketing buzz - revelations about the latest campaigns (including disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers. Jonathan Taylor contributes fresh insight drawing on his high profile ad agency experience. The new edition of Marketing Communications will be bigger and better than ever!
About the Author
Smith is firmly established as one of Europe's leading marketing authors and is now a senior examiner for the CIM's new eMarketing Award.