Marketing Communications explores how and why organisations use marketing communications to build brands and sell products. Drawing on multiple theories and frameworks, the authors consider strategies for audience engagement alongside the perspectives of brands, agencies and practitioners worldwide. Case studies-many award-winning-tell the stories of marketing campaigns for well-known brands, both in the UK and internationally.
The 10th Edition was thoroughly revised to reflect the changes and disruptors shaping modern marketing. It examines how technology is reshaping promotional channels, organisational structure, and buyer behaviour and expectations.
The scope of marketing communications
How marketing communications works: theory and models
Integrated marketing communications
Understanding audiences
The marketing communications planning framework (MCPF)
Marketing communications: objectives and positioning
Budgeting and evaluation
The marketing communications mix
Public relations and sponsorship
Direct marketing and sales promotion
Personal selling, word-of-mouth and influencer marketing
Brand: placement, experience and packaging
Content: messages, credibility and creative approaches
Media: principles, practice and formats
Media planning: concepts and practices
