Examine the many and varied forms of marketing with this fully-updated edition, guiding students and practitioners through each modern marketing communications tool.
Examine the many and varied forms of marketing with this fully-updated edition, guiding students and practitioners through each modern marketing communications tool.
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: New integrated marketing communications; Chapter 02: Branding; Chapter 03: Customer relationship management; Chapter 04: Buyer behaviour; Chapter 05: Communications theory; Chapter 06: Marketing communications research; Chapter 07: Marketing communications agencies; Chapter 08: International marketing communications; Chapter 09: The marketing communications plan; Chapter 10: The changing communications environment; Section TWO: Communications tools; Chapter 11: Selling, social selling, marketing automation and martech; 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: Merchandizing and point of sale; Chapter 19: Packaging; Chapter 20: Owned media websites and social media; Chapter 21: Index
