Marketing Communications
This new edition is up-to-the minute with the latest marketing buzz, with revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers.
Marketing Communications rapidly established itself as an international best-seller and has been listed as a “marketing classic” by the Marketing Society and as a “marketing major” by the Chartered Institute of Marketing. The book is recommended reading for the CIM’s Marketing Communications module in the new Professional Diploma in Marketing. The authors’ real business understanding of marketing communications is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC® Planning System is applied throughout the book.
This latest edition has been completely updated with new cases, statistics and communications techniques, fresh “shock” stories and a new “e” theme on each communication tool. New illustrations and full-colour photographs all combine to bring the book right up to date with the current international business scene.
A free CD ROM containing video clips of some of the world’s leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request.
REVIEWS :“Presents an integrated approach to marketing communications,
whereby all the various elements of promotion are analyzed, planned, and
implemented in a coordinated and effective manner.”
Journal of Economic Literature
“This is the single most comprehensive marketing communications
text… the chapters explore and integrate all eleven communications
tools… [the book] opens up marketing and communications in a sometimes
frightening, often humorous and always enlightening way… essential
reading for anyone moving up the marketing ladder.”
Professor Merlin Stone, IBM Professor of Relationship Marketing, Bristol
Business School, UWE
“This best-selling book provides a comprehensive framework for
understanding the individual contribution and the collective combination
of all the communications tools… I recommend this book whether for a
student getting to grips with the subject or a practitioner seeking to
maximise ROI from the promotional budget.”
Jorian Murray, Managing Director, DDB London
Paperback, 704 Pages, Dimensions 246 x 189 MM Language English.
Paul R Smith is firmly established as one of Europe's leading marketing authors. A senior examiner for the Chartered Institute of Marketing's eMarketing Award, he is also an independent business consultant working on major international projects. He is a much sought after speaker and a regular contributor to the business and marketing press.
Paul R Smith's books are a distillation of over 20 years' marketing experience as a teacher, trainer and practitioner. He also draws on his skills as a successful entrepreneur to bring real-world thinking and originality to his writing. Further information can be found at his website www.prsmith.org.
Jonathan Taylor, former top-10 ad agency MD, is Chairman of Visionpoint, a leading marketing communications consultancy, and lectures in marketing at the London Metropolitan University.