Includes bibliographical references and index.

New integrated marketing communications -- Branding -- Customer rela tionship management -- Buyer behaviour -- Communications theory -- Mark eting communications research -- Marketing communications agencies -- I nternational marketing communications -- The marketing communications p lan -- The changing communications environment -- Selling, social selli ng, marketing automation and martech -- Advertising -- Publicity and pu blic relations -- Sponsorship -- Content marketing and other sales prom otion -- Direct mail, email, messaging and chatbots -- Exhibitions, eve nts and experiential marketing -- Merchandising and point of sale -- Pa ckaging -- Owned media : websites and social media.

"The integration of online and offline marketing techniques is centr al to modern marketing practice. Companies can no longer compete if the ir digital and traditional marketing operate in silos, and organisation s are therefore looking for graduates with the skills to implement genu inely integrated marketing campaigns. This new edition of Marketing Com munications has had, from its very first edition, a strong focus on int egration, and will give students the precise skills that employers are seeking. This new, seventh edition is written by both an academic and p rofessional, and therefore provides the perfect balance of research and theory combined with real world practicality that teaches students the why behind the how. Marketing Communications features a mixture of ext ended and short case studies, giving lecturers the flexibility to choos e what best suits their teaching style. With increased focus on social media as well as coverage of the latest digital technologies, students will learn more than just how to use the current preferred digital mark eting tools - they will become truly confident working in an environmen t of ongoing technological transformation. Online resources include cha pter slides, multiple choice question bank, and video reviews"-- Pro vided by publisher.