CEO of AAA School of Advertising Dr Ludi Koekemoer recently launched the fourth edition of his book Marketing Communication – An Integrated Approach. Co-authored by topic experts, the book is a cornerstone for the understanding of the marketing communications landscape for second and third year university students as well as anyone who wants an updated, relevant and contextual view of marketing communication.
The 15 chapters are written by industry experts and academics including Ludi Koekemoer (Advertising expert), Steve Bird (Direct Marketing expert), Ryan Sauer (Digital expert), Mortimer Harvey (Shopper marketing expert), Minette Koekemoer (Consumer Insights expert), Professor Mike Cant (author of many Marketing texts), Andrea Crystal (expert on Alternative media channels).
Marketing Communication is a flagship book for publisher Juta with relevant South African examples making it extremely pertinent to and informative for the industry. The foreword is by industry stalwart and champion Nkwenkwe Nkomo and the text is enhanced with practical examples, tips and checklists.
“Although this is the fourth edition of Marketing Communication, this time it’s not simply an update. It was largely compiling a new book because the advertising landscape has changed dramatically in recent years,” says Koekemoer.
Key elements were added to existing chapters which were updated and consolidated into one chapter each on PR, sponsorship, DRM etc
Throughout the book the authors outlined the role of new technology and new media. “Technology has changed marketing and communications tools and strategies dramatically resulting in a wide variety of digital media alternatives,” says Koekemoer. “Media have changed and media planning has become a serious challenge due to the wide variety of media touch-points and media fragmentation. The world economy has crumbled forcing everyone to focus on effective communication. Digital media has infiltrated the classical media space and TV, radio, newspapers, magazines, outdoor, events and brand entertainments are now linked to digital tactics. Advertising has shifted from A to B, never to return.”
Marketing Communications by Dr Ludi Koekemoer is published by Juta and is available at Juta stores, Juta Online and Exclusive Books. It retails for R495.00
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