Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

Marketing Communications: Integrating Offline and Online with Social Media: An Integrated Approach Paperback – 15 Jun 2004


See all 4 formats and editions Hide other formats and editions
Amazon Price New from Used from
Paperback, 15 Jun 2004
£23.00 £0.01

There is a newer edition of this item:



Product details

  • Paperback: 704 pages
  • Publisher: Kogan Page; 4 edition (15 Jun 2004)
  • Language: English
  • ISBN-10: 0749442654
  • ISBN-13: 978-0749442651
  • Product Dimensions: 18.6 x 4.1 x 24.8 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Bestsellers Rank: 583,170 in Books (See Top 100 in Books)

More About the Author

PR Smith is a marketing consultant, best-selling business author and inspirational speaker. Paul has helped hundreds of businesses, including innovative start-ups and established blue chip companies to boost their results with better marketing. He is also the author of Strategic Marketing Communications and Great Answers to Tough Marketing Questions (both published by Kogan Page), and www.GreatMomentsOfSportsmanship.com, his personal social media campaign.

Product Description

Amazon 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

"Presents an integrated approach to marketing communications." -- —Journal of Economic Literature, March 2005

Inside This Book (Learn More)
First Sentence
Marketing and the marketing communications mix are changing. Read the first page
Explore More
Concordance
Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Search inside this book:

Customer Reviews

4.5 out of 5 stars
5 star
7
4 star
0
3 star
0
2 star
0
1 star
1
See all 8 customer reviews
Share your thoughts with other customers

Most Helpful Customer Reviews

7 of 7 people found the following review helpful By A Customer on 11 Jan 2001
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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
5 of 5 people found the following review helpful By A Customer on 21 Feb 2002
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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
4 of 4 people found the following review helpful By A Customer on 2 Feb 2002
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...
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
5 of 6 people found the following review helpful By katie Louise Mussell on 2 July 2002
Format: Paperback
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! An easy reference book but also enjoyable to read at length. This book gave me a whole new lease of motivation towards marketing as a whole and I can see how all the theory of marketing communications can be creativley intergrated and put in to practise in the real world. A wonderful read for anyone interested in the subject.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again


Feedback