The fifth edition of this best-selling text has been significantly updated to include the new communication tools now available to marketing professionals. Heralding the emergence of social media as a marketing revolution, the book integrates offline tools with online tools and, of course, social media. This book opens up new opportunities for marketers to raise their game, and ultimately deliver better results. Marketing Communications covers every aspect of marketing communications in a unique challenging, and often entertaining, style. This European text, has been referred to by the Chartered Institute of Marketing as a marketing major alongside the world's best American authors. With a plethora of examples and new case studies, as well as online support material for lecturers and students, this essential textbook will guide you through everything you need to know about the changing face of marketing.
Marketing Communications
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Review
"This is the single most comprehensive marketing communications text...essential reading for anyone moving up the marketing ladder." (Prof Merlin Stone, IBM Professor of Relationship marketing, Bristol Business School, UWE )
"I recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximize ROI from the promotional budget." (Jorian Murray, Managing Director, DDB London )
"I recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximize ROI from the promotional budget." (Jorian Murray, Managing Director, DDB London )
Book Description
Marketing Communications examines the many and varied forms of marketing including: social media, advertising, PR, sponsorship, direct selling and merchandizing. The textbook is accompanied by lecturer and student support resources.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
By P Rees
Format:Paperback|Amazon Verified Purchase
I have used Paul Smith's books since I took my DipM in the late 90's. This edition continues his approach with a great balance of theory and pragmatic advice and real examples for Marketing Comms professionals. Written is an accessible and entertaining style.
In this edition he clearly explains how to integrate online, offline and social media.
Too many 'gurus' today just hype up the latter.
This is a really excellent and PRACTICAL guide.
Highly recommended!
In this edition he clearly explains how to integrate online, offline and social media.
Too many 'gurus' today just hype up the latter.
This is a really excellent and PRACTICAL guide.
Highly recommended!
2 of 2 people found the following review helpful
5.0 out of 5 stars
Superb - well recommended for all levels of experience and knowledge!
22 May 2011
Format:Paperback|Amazon Verified Purchase
I pre-ordered this book as soon as I heard of it's publication - and was certainly not disappointed. As with other PR Smith books, this text is both highly informative and very up to date in terms of technology - especially with it's focus on social media.
I personally use this book both as a marketing practitioner and as a university lecturer for post graduate courses. This book is currently being considered as a recommended text for next year's marcoms module for MSc in Marketing Management. I am already using this as a source for my slides for a number of different post grad marketing courses.
The style in which this book is written makes it an invaluable source of valuable information for marketers of all levels.
Enjoyable and highly informative!
I personally use this book both as a marketing practitioner and as a university lecturer for post graduate courses. This book is currently being considered as a recommended text for next year's marcoms module for MSc in Marketing Management. I am already using this as a source for my slides for a number of different post grad marketing courses.
The style in which this book is written makes it an invaluable source of valuable information for marketers of all levels.
Enjoyable and highly informative!
3 of 4 people found the following review helpful
By Samin Ahmad
Format:Paperback|Amazon Verified Purchase
i purchased this book based on the reviews as i was looking for a supplementary reader to my imc course. the coverage of marketing topics is very basic and archaic. the issues relating to social media are not adequately covered. unless u are a newcomer to marketing, skip this book.
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Most Recent Customer Reviews
5.0 out of 5 stars
If you only ever buy one book on Marketing
A really excellent read, telling you everything you need to know, not only on the importance of integrating on and offline marketing activities, but how to do it. Read more
Published 14 months ago by Paul Mcanallen
5.0 out of 5 stars
Marketing Communications
Hi, this is PR Smith, the author. I hope my synopsis on camera is helpful to you. I repeat what I say on video: If you do everything in this book - you will be a world class... Read more
Published 18 months ago by paul
5.0 out of 5 stars
Excellent Book That Is Right Up To Date
Smith and Zook's new edition of the classic Marketing Communications text has been long awaited and does not disappoint. Read more
Published 23 months ago by James Taylor
5.0 out of 5 stars
Easy to follow and practical guide for marketing students and...
I'm a big fan of Pauls approach to writing text books and I've learned a lot from him - still am! Paul understands that learners don't want a dry textbook, but want to be... Read more
Published 23 months ago by Dr. Dave CHAFFEY
5.0 out of 5 stars
Essential New Marketing Communications Text!
"This is a much needed text to the ever-changing world of Marketing Communications and the on-going need to ''integrate'' Offline and Online with Social Media. Read more
Published 24 months ago by Bruno
5.0 out of 5 stars
A modern perspective on IMC
This book is finally offering an up-to-date overview of integrated marketing communications bringing online conversations into play. Read more
Published 24 months ago by Riccardo Benzo
5.0 out of 5 stars
A refresh of the best UK marcoms book- including offline & online
I owned earlier versions of this book as PR Smith's book was THE defacto Marcom read for the UK's Chartered Institute of Marketing's Diploma course. Read more
Published 24 months ago by Adam J Sharp
5.0 out of 5 stars
A very useful book
I cannot recommend this book too highly. Up to the minute and backed up by years of research, it is anexcellent read and a useful reference to keep on your desk
Published on 21 May 2011 by Lawrence S. Tracey
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