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.
"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