Product Description

this new edition is up-to-the minute with the latest marketing buzz, with revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers.

Product Details

• Amazon Sales Rank: #160054 in Books
• Published on: 2004-06-15
• Original language: English
• Number of items: 1
• Binding: Paperback
• 696 pages

Amazon.co.uk 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

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

Review

“presents an integrated approach to marketing communications, whereby all the various elements of promotion are analyzed, planned, and implemented in a coordinated and effective manner.”

journal of economic literature

“this is the single most comprehensive marketing communications text… the chapters explore and integrate all eleven communications tools… [the book] opens up marketing and communications in a sometimes frightening, often humorous and always enlightening way… essential reading for anyone moving up the marketing ladder.”

professor merlin stone, ibm professor of relationship marketing, bristol business school, uwe

“this best-selling book provides a comprehensive framework for understanding the individual contribution and the collective combination of all the communications tools… i recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximise roi from the promotional budget.”

jorian murray, managing director, ddb london

Customer Reviews

A must-have book for any marketer!
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.

A Marketing Students Bible
This is a fantastic and easy to use book. Brilliant as a support for students studying marketing or any type of business and also as a solid grounding for anyone involved within this sector. I use this book to dip into whilst studying my course and it always seems to have the answers. Excellent!

A most enjoyable read - for a textbook
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.