Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies
£43.20£44.60 (-3%)
“The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns.” Dave Chaffey, Co-founder and Content Director, Smart Insights
This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for – to be able to implement genuinely integrated marketing campaigns.
This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students:
– How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns
– The opportunity and risks of social media
– How to navigate ethical and data management challenges
– How to use the current preferred digital marketing tools and technology
Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation.
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Additional information
| Publisher | 7th edition (3 Dec. 2019), Kogan page |
|---|---|
| Language | English |
| Paperback | 672 pages |
| ISBN-10 | 0749498641 |
| ISBN-13 | 978-0749498641 |
| Dimensions | 18.9 x 2.11 x 24.5 cm |
by CLJ90
Good book, useful for professional qualifications.
by A
This is a great book all round – written in plain English, with lots of interesting case studies, well laid out – actually looked forward to finding out what happens next – this is truly unique for me because I don’t really focus well on books :))) Maybe it’s the kindle app..? Highly recommended!!!
by Shaun Lowthorpe
I’ve been referring to this book when teaching my business management degree students. I’ve used it in both my Level 5 and 6 classes (or second and third year courses in old money). I like the way it’s split into a theory section in part 1 and then a much more practical communication tools in part 2, which I think is really useful for people working in the industry who want to get up to speed on the latest commercial thinking.
Good case studies, I’ve not checked out the online resources yet, but planning to give them a go. Like all Kogan Page books what I particularly like is that the text is very up to date and accessible and written with professional users in mind – so a good reference if you are working and just want to brush up your knowledge.