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• Cover
• Halftitlepage
• Titlepage
• Dedication
• Contents
• List of Figures
• List of Tables
• About the authors
• About the authors
• Preface
• About this book
• Key features of this book
• Acknowledgements
• PART ONE Communications background and theories
• 01 Integrated marketing communications
• Customer-oriented 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
• Endmatter
• Endmatter
• Copyright