Marketing Communications

Höfundar: PR Smith; Ze Zook (Útgáfa: 8)
Marketing Communications

Kaup valmöguleikar

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.

Nánar um bókina

Útgefandi
Kogan Page
ISBN
9781398611726
Print ISBN
9781398611719
Format
ePub
Útgáfa
8
Höfundar
PR Smith; Ze Zook
Tungumál
English
Útgefið
2024-03-03
Prent takmörkun á líftíma
100
Prent takmörkun
10
Afritunar takmörkun
10

Kaflar

  • Cover
  • Halftitlepage
  • Titlepage
  • Dedication
  • Contents
  • List of Figures
  • List of Tables
  • About the authors
  • About the authors
  • Preface
  • About this book
  • Key features of this book
  • Acknowledgements
  • PART ONE Communications background and theories
  • 01 Integrated marketing communications
  • Customer-oriented thinking
  • Integrating left-brain and right-brain thinking
  • Industry 5.0: A new way of thinking
  • 12 hot marketing topics
  • Introduction to the perfect plan: SOSTAC® planning methodology
  • Top 10 tips for world-class marketing communications
  • Key points from Chapter 1
  • Reflective questions
  • References and further reading
  • Further information
  • 02 Branding
  • Introduction to branding
  • Brand components
  • Branding is simple but not easy
  • The branding process
  • Brand summary and the challenges ahead
  • Conclusion
  • Key points from Chapter 2
  • Reflective questions
  • References and further reading
  • 03 Customer relationship management
  • Introduction to CRM
  • The power of CRM
  • What causes CRM failure?
  • What drives CRM success?
  • Databases
  • CRM implementation and agile planning
  • Key points from Chapter 3
  • Reflective questions
  • References and further reading
  • Further information
  • 04 Buyer behaviour
  • Introduction to understanding buying behaviour
  • Models of buyer behaviour
  • Psychological variables
  • Summary and conclusion
  • Key points from Chapter 4
  • Appendix 4.1: Hofacker’s online information processing
  • Appendix 4.2: The post-PC and, soon, post-mobile customer
  • Appendix 4.3: Unilever’s five levers to change behaviour
  • Appendix 4.4: Use and convenience replace trust and security
  • Reflective questions
  • References and further reading
  • Further information
  • 05 Communications theory
  • Introduction to communications theory
  • Changing communications
  • Communications models
  • Key points from Chapter 5
  • Reflective questions
  • References and further reading
  • Further information
  • 06 Marketing communications research, metrics and measurement
  • Introduction to market research and decision-making
  • The market research process
  • Types and costs of research
  • Key campaign metrics and measurement
  • Conclusion
  • Key points from Chapter 6
  • Reflective questions
  • References and further reading
  • Further information
  • 07 Marketing communications agencies
  • Agency types
  • Agency structure
  • Agency remuneration
  • Agency selection
  • Agency–client relationships
  • Agency issues
  • Summary and conclusion
  • Key points from Chapter 7
  • Reflective questions
  • References and further reading
  • Further information
  • 08 International marketing communications
  • The globalization of markets
  • International difficulties
  • International mistakes
  • Strategic global options
  • Agencies in the international arena
  • In conclusion
  • Key points from Chapter 8
  • Reflective questions
  • References and further reading
  • 09 The changing communications environment
  • Introduction
  • Political change
  • Economic change
  • Social change
  • Technology change
  • Environment
  • Laws and regulations
  • The increasing pace of change
  • Summary
  • Key points from Chapter 9
  • Reflective questions
  • References and further reading
  • Further information
  • 10 The marketing communications plan
  • Introduction to the SOSTAC® marketing communications plan
  • Situation analysis
  • Objectives
  • Strategy
  • Tactics
  • Actions
  • Control
  • Key points from Chapter 10
  • Reflective questions
  • References and further reading
  • Further information
  • PART TWO Communications tools
  • 11 Selling, social selling, AI integrated telesales, MA, martech and the metaverse
  • Introduction
  • Managing the sales force
  • Extending the sales force
  • Intelligent telesales using AI
  • Advantages and disadvantages of a sales team
  • Summary
  • Key points from Chapter 11
  • Reflective questions
  • References and further reading
  • 12 Advertising
  • Introduction to the changing nature of advertising
  • Advertising formats and packages
  • Creativity in ads
  • Advantages and disadvantages of advertising
  • Key points from Chapter 12
  • Reflective questions
  • References and further reading
  • Further information
  • 13 Publicity and public relations
  • Introduction
  • New and old PR tools
  • Advantages and disadvantages of PR
  • Key points from Chapter 13
  • Reflective questions
  • References and further reading
  • Further information
  • 14 Sponsorship
  • Introduction
  • Managing a sponsorship programme
  • Advantages and disadvantages of sponsorship
  • Key points from Chapter 14
  • Reflective questions
  • References and further reading
  • Further information
  • 15 Content marketing and other sales promotion
  • Content marketing
  • Managing content marketing
  • Sales promotions
  • Managing sales promotions
  • Sales promotion, ads, AR, engagement and gamification
  • Advantages and disadvantages of sales promotions
  • Key points from Chapter 15
  • Reflective questions
  • References and further reading
  • Further information
  • 16 Direct mail, email, messaging and chatbots
  • Introduction
  • Objectives
  • 10 success factors
  • Issues and challenges
  • Managing a direct mail campaign
  • Actions
  • Advantages and disadvantages of direct mail, email, messaging and chatbots
  • Key points from Chapter 16
  • Reflective questions
  • References and further reading
  • Further information
  • 17 Exhibitions, events and experiential marketing
  • Introduction
  • Managing exhibitions
  • Advantages and disadvantages of exhibitions, events and experiential marketing
  • Key points from Chapter 17
  • Reflective questions
  • References and further reading
  • Further information
  • 18 Merchandising and point of sale
  • Introduction
  • Augmented reality in store and at home
  • Merchandising challenges
  • Retailer empathy required from brands
  • Retail strategy
  • Measuring merchandising effectiveness
  • Merchandising and the metaverse
  • Advantages and disadvantages of merchandising and POS
  • Key points from Chapter 18
  • Reflective questions
  • References and further reading
  • Further information
  • 19 Packaging
  • Introduction
  • The designer’s tools
  • The packaging design process
  • Advantages and disadvantages of packaging
  • Key points from Chapter 19
  • Reflective questions
  • References and further reading
  • Further information
  • 20 Owned media – websites and social media
  • Introduction
  • Owned media
  • Website purpose
  • Successful websites
  • Successful social media
  • SEO
  • Advantages and disadvantages of owned media
  • Key points from Chapter 20
  • Reflective questions
  • References and further reading
  • Further information
  • Index
  • Endmatter
  • Endmatter
  • Copyright