"The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business. An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications--all at a fraction of the cost of traditional advertising!"--

Managing media work -- Media management theory and practice -- The management of the creative industries : from content to context -- managing strategy and maximizing innovation in media organizations -- New media policies -- Global deregulation and media corporations -- The international division of cultural labor -- Journalism in a network -- Atypical newswork, atypical media management -- On the wisdom of ignorance : knowledge and the management of contemporary organizations -- Understanding multinational media management -- The organization of film and television production -- Producing filmed entertainment -- New firms in the screen-based media industry : startups, self-employment, and standing reserve -- Connecting the dots : structure, strategy and subjectivity in entertainment media -- Advertising : structure, agency or agencement? -- From full-service agency to 3-d marketing consultants : "creativity" and organizational change in advertising -- Advertising management and professional identity in the digital age -- Managing global public relations in the new media environment -- The culture of gamework -- Same as the old boss? : changes, continuities, and careers in the digital music era -- "Life is a pitch" : managing the self in new media work -- Managing media companies through the digital transition -- Notes on organized networks: urgent aphorisms for the connected multitides.

This popular textbook continues to provide students with a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives.