Strategic Marketing Communications

Not just an ordinary book- This is not just an ordinary textbook: it is an interactive learning tool 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. This revised edition comes complete with an attached disk, offering the reader extra up-to-date case studies, further revision of key topics and access to current web links. 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

Contents

• The nature of marketing communications
  
• The theory of communication process
  
• The communications process and the marketing mix
  
• The nature of strategy
  
• Marketing communication strategy
  
• Planning: the corporate marketing and communications hierarchy
  
• Planning: writing marketing communications plans using SOSTAC
  
• Planning: cse bstudies of SOSTAC in use
  
• Planning: how to integrate marketing communications
  
• Strategic issues: the Internet
  
• Strategic issues: branding
  
• Strategic issues: global implications for communiactions
  
• Index