Marketing communication methods and techniques

Author: P. R. Smith Jonathan Taylor
Publisher:
Publish Date: 2003-06-01
Features: Marketing communication is increasingly moving towards integration! Whether you are a businessman striving to achieve maximum efficiency with limited promotional budgets, or a student eager to learn various marketing methods, understanding the entire process of marketing is crucial. This book is divided into two parts. The first part provides an overall introduction to marketing, the marketing communication mix, communication theory, and purchase behavior, and demonstrates how to apply the currently revised SOSTAC system to develop marketing communication plans. The second part systematically elaborates on the specific marketing communication tools that marketing professionals must always master, including sales promotion and sales management, advertising, promotion, direct marketing, public relations, sponsorships, exhibitions, packaging, trade shows, word-of-mouth communication, e-marketing, and CI. This book also includes case studies to showcase examples of how businesses of different types and sizes use various marketing communication tools to operate in a series of different industries and market environments. This book is suitable for all individuals interested in marketing or working in this field.