Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies

Cover
Contents
About the authors
Preface
About this book
Key features of this book
Acknowledgements
PART ONE Communications background and theories
	01 Integrated marketing communications
		Customer-orientated thinking
		Integrating left-brain and right-brain thinking
		Industry 5.0: A new way of thinking
		12 hot marketing topics
		Introduction to the perfect plan: SOSTAC® planning methodology
		Top 10 tips for world-class marketing communications
		Key points from Chapter 1
		Reflective questions
		References and further reading
		Further information
	02 Branding
		Introduction to branding
		Brand components
		Branding is simple but not easy
		The branding process
		Brand summary and the challenges ahead
		Conclusion
		Key points from Chapter 2
		Reflective questions
		References and further reading
	03 Customer relationship management
		Introduction to CRM
		The power of CRM
		What causes CRM failure?
		What drives CRM success?
		Databases
		CRM implementation and agile planning
		Key points from Chapter 3
		Reflective questions
		References and further reading
		Further information
	04 Buyer behaviour
		Introduction to understanding buying behaviour
		Models of buyer behaviour
		Psychological variables
		Summary and conclusion
		Key points from Chapter 4
		Appendix 4.1: Hofacker’s online information processing
		Appendix 4.2: The post-PC and, soon, post-mobile customer
		Appendix 4.3: Unilever’s five levers to change behaviour
		Appendix 4.4: Use and convenience replace trust and security
		Reflective questions
		References and further reading
		Further information
	05 Communications theory
		Introduction to communications theory
		Changing communications
		Communications models
		Key points from Chapter 5
		Reflective questions
		References and further reading
		Further information
	06 Marketing communications research, metrics and measurement
		Introduction to market research and decision-making
		The market research process
		Types and costs of research
		Key campaign metrics and measurement
		Conclusion
		Key points from Chapter 6
		Reflective questions
		References and further reading
		Further information
	07 Marketing communications agencies
		Agency types
		Agency structure
		Agency remuneration
		Agency selection
		Agency–client relationships
		Agency issues
		Summary and conclusion
		Key points from Chapter 7
		Reflective questions
		References and further reading
		Further information
	08 International marketing communications
		The globalization of markets
		International difficulties
		International mistakes
		Strategic global options
		Agencies in the international arena
		In conclusion
		Key points from Chapter 8
		Reflective questions
		References and further reading
	09 The changing communications environment
		Introduction
		Political change
		Economic change
		Social change
		Technology change
		Environment
		Laws and regulations
		The increasing pace of change
		Summary
		Key points from Chapter 9
		Reflective questions
		References and further reading
		Further information
	10 The marketing communications plan
		Introduction to the SOSTAC® marketing communications plan
		Situation analysis
		Objectives
		Strategy
		Tactics
		Actions
		Control
		Key points from Chapter 10
		Reflective questions
		References and further reading
		Further information
PART TWO Communications tools
	11 Selling, social selling, AI integrated telesales, MA, martech and the metaverse
		Introduction
		Managing the sales force
		Extending the sales force
		Intelligent telesales using AI
		Advantages and disadvantages of a sales team
		Summary
		Key points from Chapter 11
		Reflective questions
		References and further reading
	12 Advertising
		Introduction to the changing nature of advertising
		Advertising formats and packages
		Creativity in ads
		Advantages and disadvantages of advertising
		Key points from Chapter 12
		Reflective questions
		References and further reading
		Further information
	13 Publicity and public relations
		Introduction
		New and old PR tools
		Advantages and disadvantages of PR
		Key points from Chapter 13
		Reflective questions
		References and further reading
		Further information
	14 Sponsorship
		Introduction
		Managing a sponsorship programme
		Advantages and disadvantages of sponsorship
		Key points from Chapter 14
		Reflective questions
		References and further reading
		Further information
	15 Content marketing and other sales promotion
		Content marketing
		Managing content marketing
		Sales promotions
		Managing sales promotions
		Sales promotion, ads, AR, engagement and gamification
		Advantages and disadvantages of sales promotions
		Key points from Chapter 15
		Reflective questions
		References and further reading
		Further information
	16 Direct mail, email, messaging and chatbots
		Introduction
		Objectives
		10 success factors
		Issues and challenges
		Managing a direct mail campaign
		Actions
		Advantages and disadvantages of direct mail, email, messaging and chatbots
		Key points from Chapter 16
		Reflective questions
		References and further reading
		Further information
	17 Exhibitions, events and experiential marketing
		Introduction
		Managing exhibitions
		Advantages and disadvantages of exhibitions, events and experiential marketing
		Key points from Chapter 17
		Reflective questions
		References and further reading
		Further information
	18 Merchandising and point of sale
		Introduction
		Augmented reality in store and at home
		Merchandising challenges
		Retailer empathy required from brands
		Retail strategy
		Measuring merchandising effectiveness
		Merchandising and the metaverse
		Advantages and disadvantages of merchandising and POS
		Key points from Chapter 18
		Reflective questions
		References and further reading
		Further information
	19 Packaging
		Introduction
		The designer’s tools
		The packaging design process
		Advantages and disadvantages of packaging
		Key points from Chapter 19
		Reflective questions
		References and further reading
		Further information
	20 Owned media – websites and social media
		Introduction
		Owned media
		Website purpose
		Successful websites
		Successful social media
		SEO
		Advantages and disadvantages of owned media
		Key points from Chapter 20
		Reflective questions
		References and further reading
		Further information
Index