Marketing Communications: An Integrated Approach

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Kogan Page Publishers, 2004 - Business & Economics - 696 pages
6 Reviews
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.
 

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Contents

The marketing communications plan
33
Communications theory
71
Buying behaviour
90
Understanding markets market research
125
Qualitative research
132
The Target Group Index
139
The market research process
146
Understanding agencies agency relationships
161
Sales promotions
355
Direct marketing
385
Publicity and public relations
443
Sponsorship
481
Exhibitions
503
Packaging
541
Merchandising
575
Word of mouth
589

Understanding the media
189
The changing communications environment
215
International marketing communications
249
Selling and sales management
289
Advertising
311
eMarketing
619
Corporate identity
653
Index
685
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About the author (2004)

PR Smith is a senior examiner for the CIM's new eMarketing Award. The MD of Multimedia Marketing.Com, he is also the author of Strategic Marketing Communications and Great Answers to Tough Marketing Questions, both published by Kogan Page. Jonathan Taylor, former top-10 ad agency MD, is Chairman of Visionpoint, a leading marketing communications consultancy, and lectures in marketing at the University of North London.

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