Marketing Communications: Integrating Offline and Online with Social Media
- Length: 512 pages
- Edition: 5
- Language: English
- Publisher: Kogan Page
- Publication Date: 2011-06-28
- ISBN-10: 0749461934
- ISBN-13: 9780749461935
- Sales Rank: #2448825 (See Top 100 Books)
Marketing Communications has been listed as a “classic” by the Marketing Society. Paul Smith’s and Ze Zook’s understanding of marketing communications is widely acclaimed and has proved popular with students and practitioners alike. Marketing Communications explores:
-advertising
-PR
-sponsorship
-direct selling
The fifth edition has been significantly updated to include the many new forms of communication now available for marketing professionals. Heralding the emergence of social media as a “marketing revolution,” the book presents the many varied forms of communication this offers and the opportunities for marketing that more effectively engages with its end-user.
With numerous examples and case studies as well as online support material for instructors and students, this textbook will guide the user through the changing face of marketing communications.
