MARKETING COMMUNICATIONS 2ND EDITION - Softcover

Smith, Paul

3.67

6 ratings by Goodreads

9780749426996: MARKETING COMMUNICATIONS 2ND EDITION

Softcover

ISBN 10: 0749426993 ISBN 13: 9780749426996

Publisher: Kogan Page, 2000

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This work provides a comprehensive framework within which students and practitioners can understand the individual elements of the communications marketing mix, and their collective combination. The first part helps readers to write their own marketing communications plan, consider the international implications, and understand the fundamental theories of communication and buyer behaviour. The second section deals with the communications tools such as sales promotion, packaging, direct marketing and so on. This work includes visuals, practical tips and short case studies, and examples show successful solutions created by organizations in both industrial and consumer markets. This is a recommended text for CIM's Advanced Level Diploma.

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Review:

Advertising is key in marketing but marketing has moved on from just endlessly upping the customer body count to keeping customers once you've reeled them in. The author of Marketing Communications, Paul Smith says success is all about integrating separate approaches such as PR, internal and direct marketing into one complete marketing strategy. All the promotional elements which are used to gain customers must be planned and then implemented in a co-ordinated way. And then, as they say, you'll have them "from the womb to the tomb".

Marketing Communications is designed to be dipped into when you need a particular question answered rather than read from cover to cover. It's accessible and uses familiar campaigns (such as the Variety club gold heart) to illustrate all the steps to marketing for the millennium. There's a great chapter on how to work with agencies and consultants, marketing on the Internet, corporate identity (Shell change their logo every 12 years) and it even dips into the Holy Grail for PR and marketing execs--dealing with the media. There are also essential contact details for organisations and industry bodies at the end of each chapter.

This is an essential tool for any marketing professional or student and a great marketing reference book on the formulation and understanding of integrated marketing strategy. --Kristen Bowditch

Review:

"I 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 promotional budget."-- Alan Pulford, Visiting Fellow, Manchester Metropolitan University and Manchester Business

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