Marketing Communications

"Marketing Communications" has been listed as a "classic" by the Marketing Society. Paul Smith's and Ze Zook's understanding of marketing communications is widely acclaimed and has proved popular with students and practitioners alike.
The fifth edition has been significantly updated to include t [...]
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"Marketing Communications" has been listed as a "classic" by the Marketing Society. Paul Smith's and Ze Zook's understanding of marketing communications is widely acclaimed and has proved popular with students and practitioners alike.
The fifth edition has been significantly updated to include the many new forms of communication now available for marketing professionals. Heralding the emergence of social media as a "marketing revolution," the book presents the many varied forms of communication this offers and the opportunities for marketing that more effectively engages with its end-user.
With numerous examples and case studies as well as online support material for instructors and students, this textbook will guide the user through the changing face of marketing communications.