Strategic Marketing Communications. New Ways To Build And Integrate Communications, Disk Included

Publié par Kogan Page, le 17 juin 2000

300 pages

Résumé

Imagine this... You have a marketing strategy, an advertising strategy, and, if you're organised, a sales promotion strategy, a direct mail strategy and an exhibitions strategy... but you have no overall communication strategy which drives all of these communications tools in the same direction. Strategic Marketing Communications tackles this problem as an issue of growing importance for all marketing professionals. Not just an ordinary book... This is not just an ordinary textbook: it is an interactive learning toot packed with practical examples, short cases, model documents and checklists to help you build communications plans and strategies simply and easily. The planning system, SOSTAC, brings it all together by showing you how to write the perfect plan within minutes. All in all, if you are faced with the task of creating a communications strategy, it will enable you to develop new ways of achieving competitive advantage. After reading this book you will know... • how to generate marketing communications strategies; • how to integrate all of the communications tools; • how to write better marketing communications plans; • how to exploit the Internet opportunity; • much more about communications and how they can work more effectively. This book is the latest in the series of books, CDs and audiotapes on marketing and marketing communications from Smith, Berry and Pulford. In addition to this book on integrated communications strategy, you will need to read about aft the individual communications tools in Paul Smith's best-selling Marketing Communications - An Integrated Approach, now in its second edition. This revised edition comes complete with an attached planning disk, giving you a template for writing marketing communications strategies and a full marketing communications plan.

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