EAN: 9780749498641

MARKETING COMMUNICATIONS - PR SMITH ZE ZOOK KAR...

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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