Marketing Communications

Fülszöveg

MARKETING COMMUNICATIONS
"1 commend the integrated approach to Marketing Communications to the reader, whether they be a student coming to grips with the subject or a practitioner aiming to obtain maximum effectiveness from a limited promotionai budget"
Alan Pulford, Chartered Institute of Marketing Senior Examiner, Marketing Communications
It Is now widely accepted that an integrated approach to marketing communications is essential for maximum effectiveness. In his new book, P R Smith has succeeded in providing a comprehensive framework which will enable practitioners and students alike to better understand both the individual elements of the marketing communications mix and their collective combination.
Split Into two parts, the first part of the book helps readers to write their own marketing communications plan; determine the best mix; brief and work with agencies; utilise market research; grasp the fast-changing communications Industry; consider the international... Tovább

Fülszöveg

MARKETING COMMUNICATIONS
"1 commend the integrated approach to Marketing Communications to the reader, whether they be a student coming to grips with the subject or a practitioner aiming to obtain maximum effectiveness from a limited promotionai budget"
Alan Pulford, Chartered Institute of Marketing Senior Examiner, Marketing Communications
It Is now widely accepted that an integrated approach to marketing communications is essential for maximum effectiveness. In his new book, P R Smith has succeeded in providing a comprehensive framework which will enable practitioners and students alike to better understand both the individual elements of the marketing communications mix and their collective combination.
Split Into two parts, the first part of the book helps readers to write their own marketing communications plan; determine the best mix; brief and work with agencies; utilise market research; grasp the fast-changing communications Industry; consider the international implications and understand the fundamental theories of communication and buyer behaviour. Part Two covers the communications tools in detail:
• Selling and Sales Management • Advertising
• Sales Promotion • Direct Marketing
• Publicity and Public Relations • Sponsorship
• Packaging • Merchandising
• Word of Mouth
However, as P R Smith shows in Marketing Communications, it is the successful integration of these tools which creates an effective marketing communications strategy
The lively approach adopted throughout this book ensures that Marketing Communications is far from a dry academic tome. Packed with visuals, practical tips and short cases, this book builds on the fundamental theories underpinning the subject. The examples show successful solutions created by the best companies drawn from large, medium and small organisations in both industrial and consumer markets. Students and practitioners now have an essential guide to planning ^i^d executing the perfect communications mix.
raPaul Smith lectures marketing at London Guildhall University He has worked as a marketing' consultant in both US and UK markets. He is also a director of London-based PRTV, specialists in marketing communications training films. Vissza