Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies

Marketing Communications is an accessible textbook that provides students and practitioners with the skills to deliver successful marketing communications in today's hypercompetitive markets. It covers all aspects of marketing communications, from planning to measuring data and campaign performance, and includes real-world examples from global companies. It also incorporates branding, customer journeys, customer insights, and legal requirements, such as GDPR and AI rules and regulations. The eighth edition looks at the ongoing impact of AI in marketing communications and provides readers with the tools to create fully integrated strategies and successful campaigns.

Format: Paperback / softback
Length: 760 pages
Publication date: 03 March 2024
Publisher: Kogan Page Ltd

This newly updated and meticulously structured accessible textbook provides students and practitioners with the essential skills they need to excel in today's fast-changing and hypercompetitive marketing landscape. The eighth edition of Marketing Communications remains a cornerstone resource, covering all aspects of marketing communications from planning and implementation to data measurement and campaign performance evaluation. Delve into how to navigate buyer behavior, social selling, advertising campaigns, public relations campaigns, big data, marketing automation, artificial intelligence (AI), virtual reality (VR), and more with this comprehensive textbook. Learn through current, real-world examples from global companies such as Tesla and TikTok, exploring what it takes to develop a truly integrated and successful marketing communications plan. Incorporating branding, customer journeys, customer insights, and more, Marketing Communications also offers 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 takes a deep dive into the ongoing impact of AI in all aspects of marketing communications, ensuring you have the tools necessary to reach today's time-poor customers while utilizing the latest technologies. Marketing Communications will empower readers with the confidence to thrive in an environment of constant technological transformation, enabling them to create fully integrated strategies and successful campaigns.

Weight: 1458g
Dimension: 191 x 248 x 36 (mm)
ISBN-13: 9781398611719
Edition number: 8 Revised edition