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. Online resources
include lecture slides for each chapter, multiple choice question banks
and video reviews.
