Marketing Communications

Marketing Communications explores how and why organisations use marketing communications to build brands and sell products. Drawing on multiple theories and frameworks, the authors consider strategies for audience engagement alongside the perspectives of brands, agencies and practitioners worldwide. Case studies—many award-winning—tell the stories of marketing campaigns for well-known brands, both in the UK and internationally. The 10th Edition was thoroughly revised to reflect the changes and disruptors shaping modern marketing. It examines how technology is reshaping promotional channels, organisational structure, and buyer behaviour and expectations.