Table of Contents

• Section - ONE: Communications background and theories;
• • Chapter - 01: Integrated marketing communications;
  • Chapter - 02: Branding;
  • Chapter - 03: Customer relationship management;
  • Chapter - 04: Buyer behaviour;
  • Chapter - 05: Communications theory;
  • Chapter - 06: Marketing communications research, metrics and measurement;
  • Chapter - 07: Marketing communications agencies;
  • Chapter - 08: International marketing communications;
  • Chapter - 09: The changing communications environment;
  • Chapter - 10: The marketing communications plan;
• Section - TWO: Communications tools;
• • Chapter - 11: Selling, social selling, AI integrated telesales, MA, martech and the metaverse;
  • Chapter - 12: Advertising;
  • Chapter - 13: Publicity and public relations;
  • Chapter - 14: Sponsorship;
  • Chapter - 15: Content marketing and other sales promotion;
  • Chapter - 16: Direct mail, email, messaging and chatbots;
  • Chapter - 17: Exhibitions, events and experiential marketing;
  • Chapter - 18: Merchandising and point of sale;
  • Chapter - 19: Packaging;
  • Chapter - 20: Owned media – websites and social media;

About the Author

PR Smith is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC® Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme. Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent's University London and consults on digital marketing for private-sector disruptive start-ups.