Using a wide range of visual examples and case studies, the authors show how brands benefit from holistic promotional planning that embraces integrated media channels and takes a focus on shifts in advertising due to social media and the new digital environment.
Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment.
Presents a cutting edge, strategic framework to help marketers capably and confidently integrate artificial intelligence into unparalleled marketing practice.
Understand the importance of bringing the power of digital and the omnichannel experience to everyday shopping, and learn how to deliver an instant, profitable, bricks and mortar retail solution.
An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy.
Looking beyond the usual colonial narrative of the subject, Amanda Earley encourages the reader to think reflectively and critically about overlooked aspects of International Marketing such as power relations, history, ethics, culture and politics.
Ranging from the essentials of e-commerce to more traditional marketing approaches, this book tells you everything that you need to know about the aims and techniques of marketing in the 21st century.
This textbook is an up to date, results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides techniques to enable the creation, development and maintenance of a successful digital presence.