CiNii 図書 - Marketing communications : integrating offline and online, customer engagement and digital technologies

"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.

Section - ONE: Communications background and theories
Chapter - 01: New integrated marketing communications
Chapter - 02: Branding
Chapter - 03: Customer relationship management
Chapter - 04: Buyer behaviour
Chapter - 05: Communications theory
Chapter - 06: Marketing communications research
Chapter - 07: Marketing communications agencies
Chapter - 08: International marketing communications
Chapter - 09: The marketing communications plan
Chapter - 10: The changing communications environment
Section - TWO: Communications tools
Chapter - 11: Selling, social selling, marketing automation and martech
Chapter - 12: Advertising
Chapter - 13: Publicity and public relations
Chapter - 14: Sponsorship
Chapter - 15: Content marketing and other sales promotion
Chapter - 16: Direct mail, email, messaging and chatbots
Chapter - 17: Exhibitions, events and experiential marketing
Chapter - 18: Merchandizing and point of sale
Chapter - 19: Packaging
Chapter - 20: Owned media - websites and social media
Chapter - 21: Index

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Marketing communications : integrating offline and online, customer engagement and digital technologies

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