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Marketing Communications An Integrated Approach

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ISBN-10: 0749442654

ISBN-13: 9780749442651

Edition: 4th 2004 (Revised)

Authors: Paul R. Smith, Jonathan Taylor

List price: $59.95
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Description:

* Brand new edition of a best-selling textbook* Completely updated with lots of new cases, statistics, new communications techniques, fresh "shock" stories and new "internet impact" section on each communication tool* Most comprehensive, real-world "markcomms" book available* New tutor support: a rich CD containing videos, pictures, documents and pre-prepared Power Point Lectures to bring classes to life"I commend to the reader this (integrated) approach to marketing communications, whether they be a student getting to grips with the subject or a practitioner with a limited promotional budget." -- Jorian Murray, Managing Director, DDB London:The authors bring to this book a valuable blend of their wide-ranging, up-to-date client experience, and the ability to deliver teaching and learning that is fun and insightful for their students." -- Paul Simons, Chairman & Chief Executive, Ogilvy & Mather, UKSince it was first published in 1993, "Marketing Communications" has rapidly established its popularity amongst students and practitioners alike. The author's original and youthful approach is considered a refreshing alternative to the regular stuffy, prescriptive textbooks. This new edition will not disappoint. It's absolutely up-to-the minute with the latest marketing buzz -- revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers. Jonathan Taylor contributes fresh insight drawing on his high profile ad agency experience. This "integrated approach" at the core of this book implies that all the various elements of promotion devoted to informing, persuading, and inducing action from a range of target audiences must be studied, analyzed, planned and implemented in a coordinated and effective manner. This is a difficult process but PR Smith and Jonathan Taylor provide a comprehensive framework to help students understand it.The first section, The Background to the Communication Process, is a general introduction to marketing and the integrated communications mix, the communications plan, and. communication theory. It then covers buying behavior, and includes chapters on understanding markets, agencies and the media. Section one closes with an analysis of the marketing communications environment and a look at international marketing communications.Section two, The Marketing Communication Tools, covers specific marketing communication tools that marketing professionals have to manage at some time or other. These include selling, sales management, advertising, sales promotion and direct marketing, publicity and public relations. It also covers sponsorship, exhibits, packaging, merchandizing, word of mouth, e-marketing and corporate identity and image. The book includes a range of case studies from consumer and business-to-business companies, carefully selected to show different types and sizes of organizations using communications tools effectively across different industries and markets.FREE CD-ROM FOR TEACHERSA free CD-ROM containing video clips of some of the leading marketing experts, pictures, documents and prepared PowerPoint lectures is available from the publisher on request at: mailto:marketing@koganpage.com"marketing@koganpage.com
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Book details

List price: $59.95
Edition: 4th
Copyright year: 2004
Publisher: Kogan Page, Limited
Publication date: 7/28/2004
Binding: Paperback
Pages: 704
Size: 7.50" wide x 9.75" long x 2.00" tall
Weight: 3.850

Foreword
Acknowledgements
How to use this book
The Background to the Communications Process
Marketing and the integrated communications mix
The marketing communications plan
Communications theory
Buying behaviour
Understanding markets--market research
Understanding agencies--agency relationships
Understanding the media
The changing communications environment
International marketing communications
The Marketing Communication Tools
Selling and sales management
Advertising
Sales promotions
Direct marketing
Publicity and public relations
Sponsorship
Exhibitions
Packaging
Merchandising
Word of mouth
e-Marketing
Corporate identity
Index