Marketing Communications: Offline and Online Integration, Engagement and Analytics

Published by Kogan Page Limited, 2016. - 600 p. - ISBN: 0749473401.Presenting modern marketing communication theories and tools in an accessible and jargon-free way, this new sixth edition of Marketing Communications, has been updated to specifically focus on integrating online and offline techniques with a social media approach. All the chapters include new mini-case studies and real-life examples to reflect the many digital developments which have occurred since the fifth edition's publication in 2011.