- Paperback: 752 pages
- Publisher: Kogan Page Ltd; 3rd Revised edition edition (19 Nov 2001)
- Language English
- ISBN-10: 0749436697
- ISBN-13: 978-0749436698
- Product Dimensions: 24.7 x 18.6 x 3.7 cm
- Average Customer Review: 4.4 out of 5 stars See all reviews (7 customer reviews)
- Amazon Bestsellers Rank: 474,893 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Amazon.co.uk Review
Advertising is key in marketing but marketing has moved on from just endlessly upping the customer body count to keeping customers once you've reeled them in. The author of Marketing Communications, Paul Smith says success is all about integrating separate approaches such as PR, internal and direct marketing into one complete marketing strategy. All the promotional elements which are used to gain customers must be planned and then implemented in a co-ordinated way. And then, as they say, you'll have them "from the womb to the tomb".
Marketing Communications is designed to be dipped into when you need a particular question answered rather than read from cover to cover. It's accessible and uses familiar campaigns (such as the Variety club gold heart) to illustrate all the steps to marketing for the millennium. There's a great chapter on how to work with agencies and consultants, marketing on the Internet, corporate identity (Shell change their logo every 12 years) and it even dips into the Holy Grail for PR and marketing execs--dealing with the media. There are also essential contact details for organisations and industry bodies at the end of each chapter.
This is an essential tool for any marketing professional or student and a great marketing reference book on the formulation and understanding of integrated marketing strategy. --Kristen Bowditch --This text refers to an out of print or unavailable edition of this title.
Review
"I commend the integrated approach to marketing communications to the reader, whether they be a student coming to grips with the subject or a practitioner aiming to obtain maximum effectiveness from a limited promotional budget."-- Alan Pulford, Visiting Fellow, Manchester Metropolitan University and Manchester Business
Inside This Book
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First Sentence
Marketing and the marketing communications mix are changing. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Marketing and the marketing communications mix are changing. Read the first page
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Concordance
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
7 of 7 people found the following review helpful
Format:Paperback
This is one of the most useful Marcomms books I've read. It's straightforward and engaging, in a no-nonsense style. If you're an junior marketer, it's great for learning the basics. If you're a more senior marketer, it's excellent to have on the shelf to refresh your memory in times of crisis! We all need a good reference book - but this is interesting enough to read even if you're on the train in the morning. A great classic.
5 of 5 people found the following review helpful
Format:Paperback
Usually as students we scan a book on any reading list with interest rather than enthusiasm. However Smith & Taylor's book is really funny.
They seem to be able to mix theory and practice in an entertaining way and it is packed with up to date anecdotes. Really different for a textbook.
They seem to be able to mix theory and practice in an entertaining way and it is packed with up to date anecdotes. Really different for a textbook.
4 of 4 people found the following review helpful
Format:Paperback
This new book is the first textbook that I have ever had on a reading list that is enjoyable to read. Lots of really good case histories that bring alive the theory. Good to pick up and put down at different times. Checklist throughout work really well and help you to keep on top of the material. Well worth the investment...
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Most Recent Customer Reviews
Naff
I've spent far too much time reading marketing comms textbooks recently. This one might be cheap but that's because its a bit pants. Read more
Published on 12 Jun 2005
An excellent text book.
Highlights the importance of integrated communications in today’s marketing activities. Provides detailed information of how to write and implement a (integrated)... Read more
Published on 1 Oct 2003 by N. Grundy
A fantastic read
This book really made me excited about going in to the discipline of marketing - how nice it is to be enthused by an academic book and not bored by it! Read more
Published on 2 July 2002 by katie Louise Mussell
A Marketing Students Bible
This is a fantastic and easy to use book. Brilliant as a support for students studying marketing or any type of business and also as a solid grounding for anyone involved within... Read more
Published on 6 Jan 2002 by "rob_hollands"
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