STRATEGIE BRAND MANAGEMEN

First published in 1993, " Marketing Communications " is firmly established as an international bestseller : P-R Smiths contribution to the acceptance and understanding of an integrated approach to marketing communications is now universally recognized. Both marketing professionals and students alike have benefited from his pragmatic and original approach. Indeed, it is the recommended reading text for the Chartered Institute of Marketing's Promotional Practice module and included on the Marketing Society's prestigious list of marketing classics. This latest edition has been thoroughly updated and revised : new short cases, up-to-date statistics, fresh illustrations and photographs, along with a more panEuropean flavour, all combine to bring it right up-to-date with the current international business scene. Several chapters have been completely rewritten, and the larger format and redesigned text layout will make it easier for reading and studying. Three major features of this new second edition are : "Golden rules of IMC" (Integrated Marketing Communications) - a new section which covers the benefits, the barriers and the golden rules. "SOSTAC Planning System" - a unique system, tested on hundreds of marketing managers, which provides a simple and structured approach to planning. "The Internet" - a major new chapter giving an in-depth look at the benefits and barriers and how to integrate the Internet into an overall marketing communications strategy. The prime aim of Marketing Communications is to provide readers with a comprehensive framework to better understand the individual elements of the marketing communications mix and their collective effectiveness. Continuing in the same lively style as before, the new edition is packed with visuals, practical tips and useful insights. The cases and examples are drawn from a diverse range of organizations and show successful solutions in action.

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.