Marketing Communications : Integrating Online and Offline Customer Engagement and Digital Technologies
SKU: 9780749498641
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Author:SMITH Paul Russell / ZOOK Ze
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ISBN:9780749498641
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Publication Date:December 2019
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Pages:680
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Binding:Paperback
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Publisher:Kogan Page
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Country of Publication:
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The integration of online and offline marketing techniques is central to modern marketing practice. Companies can no longer compete if their digital and traditional marketing operate in silos, and organisations are therefore looking for graduates with the skills to implement genuinely integrated marketing campaigns. This new edition of Marketing Communications has had, from its very first edition, a strong focus on integration, and will give students the precise skills that employers are seeking.
Marketing Communications features a mixture of extended and short case studies, giving lecturers the flexibility to choose what best suits their teaching style. With increased focus on social media as well as coverage of the latest digital technologies, students will learn more than just how to use the current preferred digital marketing tools - they will become truly confident working in an environment of ongoing technological transformation. Online resources include chapter PowerPoints, multiple choice question bank, and video reviews. Featured in the October 2019 Business Books newsletter.
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