From understanding markets, consumers and value to explaining the marketing mix and illustrating the roles of analytics, brand and customer experience today, this award-winning textbook introduces you to the essential concepts and tools for marketing in a digital age.

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

Marketing Communications is a highly popular textbook which introduces students to the different marketing communications tools, theories and strategies in an easy-to-read way. This fourth edition:Includes updates on how the Covid-19 pandemic has affected the marketing/advertising industriesFeatures new case studies from companies and brands such as Amazon, Burger King, Facebook and John LewisCovers timely topics such as online retailers, social media networks (e.g. TikTok), social media infl...