Synopses & Reviews
Marketing Communications has been listed as a "classic" by the Marketing Society. Paul Smith's and Ze Zook's understanding of marketing communications is widely acclaimed and has proved popular with students and practitioners alike.
Marketing Communications explores:
-social media and websites
-advertising
-PR
-sponsorship
-direct selling
The fifth edition has been significantly updated to include the many new forms of communication now available for marketing professionals. Heralding the emergence of social media as a "marketing revolution," the book presents the many varied forms of communication this offers and the opportunities for marketing that more effectively engages with its end-user.
With numerous examples and case studies as well as online support material for instructors and students, this textbook will guide the user through the changing face of marketing communications.
Review
“Staying on top of the game and recognizing trends are vital, and PR Smith and Ze Zook come together to provide a complete and comprehensive guide for a dual approach to marketing. Marketing Communications is a highly useful and highly recommended resource.” - Midwest Book Review
Synopsis
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
P. R. Smith is a marketing consultant and best-selling business author. Paul has helped hundreds of businesses, including innovative start-ups and established blue chip companies to boost their results. He is also the author of
Strategic Marketing Communications and
Great Answers to Tough Marketing Questions (both published by Kogan Page).
Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in the creative industries. He has worked with ballet, film and music, and he helps creative businesses to fulfill both their missions and their business goals.
Table of Contents
1. New marketing communications
2. Branding
3. Customer relationship management
4. Customer psychology/buyer behaviour
5. Customer communications theory
6. Marketing communications research
7. Media buying and planning
8. Marketing communications agencies
9. International marketing communications
10. The marketing communications plan
11. Marketing communications laws and regulations
12. Selling and sales management
13. Advertising
14. PR (including viral marketing)
15. Sponsorship
16. Sales promotions
17. Direct mail
18. Exhibitions and conferences
19. Merchandising and POS
20. Packaging
21. Websites and social media