The world of integrated marketing communication (IMC) has changed dramatically over the last 10 years, due in large part to the expansion and advances in digital media technology. These changes have affected clients, consumers and advertisers alike. While offering the main marketing communication tools, Marketing communication: An integrated approach deals with the past, present and future of IMC and the impact this has had on the pace and demands of effective persuasive communication in the current digital age. It is also the first IMC textbook to cover in detail alternative communication strategies and how their unconventional and disruptive tactics have been integrated into our daily lives.

The rapid diffusion of technology in tourism and hospitality, coupled with the fragmenting and consolidating nature of tourism and hospitality sector, has demanded an increased emphasis on marketing communication strategies: how they can meet the changing and challenging demands of modern consumers, and ultimately maintain a company's competitive edge.
Marketing Communications for Tourism and Hospitality: concepts, strategies and cases is the first text to discuss this vital discipline specifically for the tourism and hospitality industry. Using specific contemporary case studies, such as lastminute.com, Starwood and Easyjet, it explains and critiques the practice and theory with relation to this industry. It provides readers with a critical theoretical overview of the role that communication places in the delivery and representation of hospitality and tourism services, and provides a practical guide to techniques and skills needed to develop, understand, interpret and implement communications strategies within a management context.
The complex and dynamic situation being faced by many hospitality and tourism organisations means that there is a greater need to focus in on communication techniques in order succeed and maintain profitability. For example, the rise in independent booking amongst the developed marketplaces for tourism and hospitality means that organisations must reach out directly to their target audiences. Similarly consumers experienced behaviour and attitude in respect of their awareness of marketing strategies and selling techniques, means that hospitality and tourism businesses must radically re-think the messages they employ and the values they communicate toa knowing audience.
Marketing Communications for Tourism and Hospitality provides:
* a systematic and cohesive text on marketing communications in the hospitality and tourism field which could form the basis of a complete module on communications strategies;
* an overview of the underlying theories of communication to allow students and managers to develop their skills in communications to contribute to the effective marketing of the organisation;
* detailed and extensive international case studies of strategies to support the teaching and learning function of the text and provide illustrative and worked through examples.
* Packed with detailed and extensive international case studies of strategies which illustrate the theories and clearly show examples of good and bad practice, such as lastminute.com, Starwood and Easyjet
* Provides a clear overview of the underlying theories of communication to allow students and managers to develop their skills in communications and contribute to the effective marketing of their organisation
* Essential reading for hospitality management and tourism students, and an invaluable resource for marketing practitioners in this growth area

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and the strategies they employ to compete for consumer loyalty. Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through the chapter. The definitions and ideas used in the study of branding are distilled into 'Key Concepts', listed at the start of chapters and revisited within chapters, which summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied. As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry. This textbook is accompanied by the following online resources: For students: Web exercises Web links Video links For lecturers: PowerPoint slides Resource box

Capturing the direction and evolution of today's retail industry, "Silent Selling: Best Practices and Effective Strategies in Visual Merchandising," 4th Edition, is a multi-disciplinary blend of practical activities and creative problem-solving that takes readers beyond the basics of visual merchandising. Readers gain an understanding of experts' recent discoveries and learn valuable techniques while being encouraged to think outside the box using Bell's "Look-Compare-Innovate" model. With these informational tools, students can learn to create and deliver professional presentations that will facilitate their move from the classroom to the workplace.

Food and Beverage Management Fourth Edition has been completely revised, updated and restructured to reflect current practice and teaching. This best selling text has been restructured to fit with semester teaching and includes updated information on all areas especially technology, operations and staffing issues. It provides a complete introduction to this vital area of hospitality management, looking at issues such as: sectors within the industry; what is quality and how to manage it; getting started in the restaurant business; menu planning; food and beverage operations and control; staffing issues including recruiting and turnover; marketing including public relations and merchandising; trends and development including franchising and environmental issues. This is the introductory 'bible' for people entering food and beverage management studies or practice. It is fully updated and revised with new material specific to key areas such as information technology, operations and staffing issues. It is packed with international cases, practical examples and 90+ photographs and illustrations to clearly explain the critical points raised. It is supported by online lecturer material with PowerPoint slides, solutions to exercises, extra case studies and web links.

All organisations - from modest start-ups to multinational corporations - can benefit from an effective marketing strategy, as it serves as a roadmap for the entire business. By formulating a coherent and well-considered marketing strategy, organisations can promote their business, cater to the right types of clients and allocate their resources correctly, all while safeguarding the reputation of the organisation. Strategic Marketing is structured around the four key questions facing organisations and top management when deciding on their strategic direction: Where are we now; where do we want to be; how will we get there; and did we get there?

A quick glance at the book might not reveal many changes, but a number of significant changes have in fact been made. Many chapters have been restructured to address topics that were missing from the first and second edition, whilst some small topics have been excluded to more finely focus on the key issues. The main change from the second edition is the addition of a full chapter on research ethics and attention is given to establishing its principles. Chapters relating to data analysis have been slightly revamped to make it easier for the reader to understand the key concepts. Finally, changes and updates have been made to examples, questions and case studies at the end of each chapter, to make them more relevant to current research practices.

Retailers must be primed to face increasingly difficult trading conditions thanks to the rise of the internet, increasingly better informed consumers, technological advances and an often competitive environment. This established textbook, now in its third edition, helps to provide students with the necessary skills to understand and tackle these challenges. Retail Product Management explains the importance of retailing as a customer-focused activity and helps to provide students of courses such as "Retail Marketing", "Retail Management" and "The Retail Environment" with an excellent introduction to this important topic. With an emphasis on the operational side, this text incorporates features including expanded case vignettes, questions for further discussion, and application tasks. It also includes a new chapter on ethical and sustainable retail product management. Retaining the popular style and elements of the first two editions, Rosemary Varley's Retail Product Management will continue to find favour with students and lecturers involved with retailing.

What is marketing? How is value created in the marketing process? How do I develop a marketing plan? How do I conduct market research? Is the Internet the best way for me to market my product or service, or is it a complementary distribution channel?

Introduction to Marketing 5e answers these and many other topical questions. This completely updated fi fth edition focuses on Consumer Behaviour, Market Segmentation, Target and Positioning, Integrated Marketing, Marketing, Internet Marketing and Services Marketing – information that is essential to any academic or professional working in the area of marketing.

Advertising research organizations have been trying for years to measure the effectiveness of advertising. The Advertised Mind draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. Author Erik du Plessis uses this research to suggest why emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised. He also draws on the findings of Adtrack's world-famous database of responses to over 30,000 TV commercials (the largest in the world). He explores what "ad-liking" really means, and suggests how this paradigm about the role of emotion has resulted in a continued effort to obtain maximum return from advertising spend.

Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.

Effective communication in business and commercial organizations is critical, as organizations have to become more competitive and effective to sustain commercial success. This thoroughly revamped new edition distils the principles of effective communication and applies them to organizations operating in the digital world. Techniques and processes detailed in the book include planning and preparing written communication, effective structures in documents, diverse writing styles, managing face-to-face interactions, using visual aids, delivering presentations, and organising effective meetings. In every case the authors consider the potential of new technology to improve and support communication. With helpful pedagogical features designed to aid international students, this new edition of a popular text will continue to aid business and management students for years to come. Additional content can now be found on the author's website - www.rethinkbuscomm.net

Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new 'Essential Digital Skills' boxes give students guidance on how to develop key skills they will need in the workplace. Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.

A comprehensive text, aiming to demystify the topic, Marketing Research is written in a practical manner, emanating from the research process perspective. Approaching the subject from a sound academic basis, assisted with a Central Case Study steeped in industry and formulated by Neil Higgs from TNS Research Surveys, this text becomes essential reading for any student or practitioner in the field.

The first academic textbook covering European retail fashion buying and merchandising. It provides a unique insight into best practice across the fashion industry.

Covering design, marketing, sourcing, negotiation, range planning, supply chain and stock management, it clearly integrates current operational practice with theory.

This, combined with a thorough explanation of careers, makes it a key text as it provides an important reference source for existing practitioners, as well as being vital for students, new entrants and those seeking a career change into buying and merchandising.