{"product_id":"marketing-communications-integrating-online-and-offline-customer-engagement-and-digital-technologies-9781398611719","title":"Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies","description":"\u003cp\u003e\u003cb\u003eThis newly updated, carefully structured accessible textbook provides students and practitioners with the skills they need to deliver successful marketing communications in today's fast-changing hypercompetitive markets. \u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e The eighth edition of \u003cb\u003e\u003ci\u003eMarketing Communications \u003c\/i\u003e\u003c\/b\u003econtinues to be a core resource covering all aspects of marketing communications from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, Ad campaigns, PR campaigns, big data, marketing automation, AI, Virtual Reality and more with this comprehensive textbook. \u003cp\u003e\u003c\/p\u003e Learn through current, real-world examples from global companies such as Tesla and TikTok and explore what it takes to build a truly integrated, successful marketing communications plan. Incorporating branding, customer journeys, customer insights and more, \u003cb\u003e\u003ci\u003eMarketing Communications\u003c\/i\u003e\u003c\/b\u003e also provides in-depth content on the legal requirements you need to develop your strategy including GDPR and AI rules and regulations. This edition is packed with intriguing examples from Ed Sheeran to Ariana Grande, from FIFA to KFC, from Guinness to Google and Airbnb to Amazon. \u003cp\u003e\u003c\/p\u003e This edition looks in depth at ongoing impact of AI in all aspects of marketing communications ensuring that you have the tools necessary to reach today's time-poor customers while utilizing the latest technologies. \u003cp\u003e\u003c\/p\u003e \u003cb\u003e\u003ci\u003eMarketing Communications\u003c\/i\u003e\u003c\/b\u003e will give readers the confidence to work in an environment of constant technological transformation to create fully integrated strategies and successful campaigns.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003ePR Smith\u003c\/b\u003e is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC(R) Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eZe Zook\u003c\/b\u003e is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent's University London and consults on digital marketing for private-sector disruptive start-ups.\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":50398695751954,"sku":"9781398611719","price":58.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_d5dbf2e8-be6d-49ea-9179-361bc566bf42.jpg?v=1729078583","url":"https:\/\/surprise-castle.myshopify.com\/products\/marketing-communications-integrating-online-and-offline-customer-engagement-and-digital-technologies-9781398611719","provider":"Surprise Castle","version":"1.0","type":"link"}