Marketing Communications

Marketing communication is a dynamic industry that adapts to new technologies, media consumption patterns, and communication interfaces. This revised second edition blends established and emerging aspects of marketing communications, providing a practical approach to planning, development, implementation, and evaluation. It includes new content on emerging digital media platforms, changing media consumption patterns, and consumer strategies to cope with information overload. It also considers consumer skepticism, the importance of marketing communications tools in not-for-profit sectors, and the cross-cultural aspect of marketing communications. It is essential reading for students and professionals in marketing, communications, and public relations.

Format: Paperback / softback
Length: 402 pages
Publication date: 23 September 2020
Publisher: Taylor & Francis Ltd

Marketing communication is a dynamic and ever-evolving industry that thrives on the constant adaptation to new technologies, media consumption patterns, and communication interfaces between marketers and their target markets. While the fundamental communication processes and well-established theories and models remain applicable in this dynamic environment, it is essential to embrace the evolving landscape and incorporate the latest trends and developments. This revised second edition of Marketing Communications aims to strike a perfect balance between the tried and true and the cutting-edge, offering a comprehensive and up-to-date exploration of the field.

The book provides a structured overview of the planning, development, implementation, and evaluation of marketing communications, encompassing a wide range of channels and strategies. It delves into the art of crafting compelling messages, leveraging various media platforms, and engaging with consumers in meaningful ways. Through detailed case studies, the book showcases how the theoretical concepts and models apply in real-world scenarios, offering practical insights and actionable strategies for marketing professionals.

In addition to the core content, the new edition of Marketing Communications has been fully updated to reflect the significant developments in the global marketplace. It explores the rise of emerging digital media platforms, changing media consumption patterns, and consumers' strategies to navigate the vast amount of information available. It also addresses the growing phenomenon of consumer scepticism, emphasizing the need for communication specialists to design and implement effective campaigns that resonate with audiences.

Recognizing the importance of marketing communications in not-for-profit sectors, the book delves into the application of marketing principles in social marketing and political marketing. It explores the unique challenges and opportunities that these sectors present, and offers practical strategies for effective communication and engagement. Furthermore, the book recognizes the cross-cultural aspect of marketing communications, emphasizing the need for marketers to adapt their messages and strategies to different cultures and audiences.

Marketing Communications is an essential textbook for both students and professionals in marketing, communications, and public relations. It offers a comprehensive and practical approach to the field, providing a solid foundation for understanding and applying marketing communication strategies. The book is accompanied by an extensive instructors guide, answer checklists.

Weight: 746g
Dimension: 174 x 246 x 24 (mm)
ISBN-13: 9780429447044
Edition number: 2 New edition