Marketing communications book

With the proliferation of digital and social media there has never been a dynamic time to engage with marketing communications and never has the integration of marketing communications marcoms principles into a strategic marketing plan been challenging Even the best product in the world won t sell without the right reach to your potential customers and the right message to engage them. Stony brook marketing and communications This textbook applies a uniquely practical approach to the topic so that whilst a structured overview of planning development implementation and evaluation of marketing communications is in place the detailed cases made available by the Institute for Practitioners in Advertising IPA show how actual challenges faced by professionals in the field were addressed This book will help you to develop the skills you need to turn theory into the right integrated communication plan in order to succeed in an increasingly competitive environment. Stony brook marketing and communications Aided by a veritable wealth of pedagogical features Marketing Communications will be essential reading for both students and professionals in marketing communications and public relations This textbook also benefits from a companion website which includes a comprehensive instructor s guide with PowerPoint slides testbank questions and answer checklists Marketing Communications