Marketing Communications: An Integrated Approach

by Dr. Paul Smith (Author), Jonathan Taylor (Author)

• Used

  Paperback
  2001

  $3.28

  First published in 1993, this latest edition has been thoroughly updated and revised. New short cases, statistics and communications techniques, updated shock stories, fresh illustrations and photographs all combine to bring the book right up to date with the current international business scene. In this edition, Jonathan Taylor has worked as a contributor to bring fresh insight, drawing on his high-profile ad agency experience. New features of this third edition are: fresh content to meet the needs of the new CIM syllabus; a new e-marketing chapter; and online lecture support materials in the form of pre-prepared PowerPoint lectures. Maintaining the lively style of previous editions, this new edition is packed with visuals, practical tips and useful insights. The cases and examples are drawn from a diverse range of organizations and show successful solutions in action.

• Used

  Paperback
  2000

  $3.28

  One of the four core topics in the Chartered Institute of Marketing (CIM) Diploma syllabus, marketing communication is an integral element for the marketing professional. Marketing communication itself consists of every form of communication relevant to marketing: selling, advertising, sales promotion, direct marketing, publicity, sponsorship, exhibitions, corporate identity, packaging, point of sale and merchandising; word of mouth. From this broad listing different industries may lay different emphasis on some of these marketing tools, and it is the variation that gives a company's marketing strategy an individual voice. Part 1 of Marketing Communications looks at the communications industry. Theories of communication and buyer behaviour are dealt with while the particular concerns of international marketing communication, market research, agencies and the media are covered in detail. The second part of this book provides detailed chapters on each of the marketing communication tools available. Each chapter shows the advantages and disadvantages of the technique, explains how the technique can integrate with other elements of the communications mix and demonstrates how to manage a particular campaign. Case studies, examples and practical tips are given throughout, while potential disasters are signposted.