Marketing Communications

Fülszöveg

marketing communications
'Smith-and Taylor's new edition demonstrates the potential of an integrated approach to marketing communications in a very clear and enjoyable manner - their insights and case histories bring a fresh view to this fast-changing environment.'
Paul Simons Chairman and Chief Executive, Ogilvy & Mather U K
First published in 1993, Marketing Communications is firmly established as an international best-seller. PRSmith's contribution to the acceptance and understanding of an integrated approach to marketing communications is now universally recognized. Both marketing professionals and students alike have benefited from his pragmatic and original approach. Indeed, it is the recommended reading text for the Chartered Institute of Marketing's Promotional Practice module and is included on the Marketing Society's prestigious list of marketing classics.
This latest edition has been thoroughly updated and revised. New short cases, statistics and communications... Tovább

Fülszöveg

marketing communications
'Smith-and Taylor's new edition demonstrates the potential of an integrated approach to marketing communications in a very clear and enjoyable manner - their insights and case histories bring a fresh view to this fast-changing environment.'
Paul Simons Chairman and Chief Executive, Ogilvy & Mather U K
First published in 1993, Marketing Communications is firmly established as an international best-seller. PRSmith's contribution to the acceptance and understanding of an integrated approach to marketing communications is now universally recognized. Both marketing professionals and students alike have benefited from his pragmatic and original approach. Indeed, it is the recommended reading text for the Chartered Institute of Marketing's Promotional Practice module and is included on the Marketing Society's prestigious list of marketing classics.
This latest edition has been thoroughly updated and revised. New short cases, statistics and communications techniques, updated 'shock' stories, fresh illustrations and photographs all combine to bring the book right up to date with the current international business scene. In this edition, Jonathan Taylor has worked as a contributor to bring fresh insight, drawing on his high-profile ad agency experience.
New major features of this third edition are:
• fresh content, cases and statistics;
• a new e-marketing chapter;
• online lecture support materials.
Maintaining the lively style of previous editions, this new edition is packed with visuals, practical tips and useful insights. The cases and examples are drawn from a diverse range of organizations and show successful solutions in action.
P R Smith is firmly established as one of Europe's leading marketing authors and is now a senior examiner for the CIM's new eMarketing Award. The CEO of Multimedia Marketing.com, the successful online e-business and e-marketing course provider, he is much sought after as an international speaker and contributor to the marketing press. His other books are: Strategic Marketing Communications and Great Answers to Tough Marketing Questions [both published by Kogan Page).
Jonathan Taylor lectures in Marketing at the University of North London and is Chairman of Visionpoint a leading marketing communications consultancy. He has been MD of a leading advertising agency and advised blue-chip organizations in the UK and Europe. Vissza