Smith, Pr
Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies
- ISBN 13:
- 9781398611719
- author:
- Smith, Pr
- format:
- Paperback
- publisher:
- Kogan Page Ltd
- language:
- English
- Publication Year:
- 2024
- Pages:
- 760
- Dimensions:
- 24.1 x 18.8 x 3.8 centimetres (1
- Genre:
- Business, Sales, General,
- Condition:
- New
- Availability:
- Item usually sent within 10 working days
Description
This updated textbook provides students and practitioners with the skills needed to deliver successful marketing communications in today's fast-changing markets. Covering all aspects of marketing communications from planning to measuring data and campaign performance, it explores key topics such as buyer behaviour, social selling, Ad campaigns, PR campaigns, big data, marketing automation, AI, and Virtual Reality.
With real-world examples from global companies, this comprehensive textbook helps you build a truly integrated marketing communications plan. It also delves into branding, customer journeys, customer insights, and the legal requirements for developing your strategy, including GDPR and AI rules and regulations.
By incorporating the latest technologies and trends, this edition ensures you have the tools necessary to reach today's time-poor customers and create fully integrated strategies and successful campaigns.
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