Gain invaluable insight into the entire marketing communications process with this contemporary and accessible textbook. You’ll explore both traditional principles and digital techniques, from strategic planning and audience targeting to creative execution and media planning and discover how companies can leverage the power of MarTech, advertising technology and data analytics. Packed with international case studies from organisations like Samsung, Uber Eats, e.l.f. Cosmetics, LEGO and Qatar Airways, and supported by critical thinking questions, this textbook shows how today’s professionals are navigating a rapidly evolving landscape – and how you can, too. Written by bestselling author Tracy Tuten, this is essential reading for your marketing communications journey.