Imagine this: You have a marketing strategy, an advertising strategy, and, if you're organized, a sales promotion strategy, a direct mail strategy and an exhibitions strategy, but you have no overall communication strategy that drives all of these communications tools in the same direction. "Strategic Marketing Communications" tackles this problem as an issue of growing importance for all marketing professionals. This is not just an ordinary textbook: it is an interactive learning tool packed with practical examples, short cases, model documents and checklists to help you build communications plans and strategies simply and easily. The planning system, SOSTAC, brings it all together by showing you how to write the perfect plan within minutes. All in all, if you are faced with the task of creating a communications strategy, it will enable you to develop new ways of achieving competitive advantage. This revised edition comes complete with an attached disk, offering the reader extra up-to-date case studies, further revision of key topics and access to current web links. After reading this book you will know: * How to generate marketing communications strategies * How to integrate all of the communications tools * How to write better marketing communications plans * How to exploit the internet opportunity * Much more about communications and how they can work more effectively This book builds on, and is a sequel to Paul Smith's best-selling Marketing Communications - An Integrated Approach (which covers all the communications tools individually) and which is also published by Kogan Page.