PR Smith is a marketing consultant, bestselling business author and international speaker. A Fellow of CIM and the Institute of Direct and Digital Marketing, he has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC® Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme. He is a guest lecturer at Technologies University Dublin and Cardiff University.

Section - ONE: Communications background and theories; Chapter - 01: Integrated marketing communications; Chapter - 02: Branding; Chapter - 03: Customer relationship management; Chapter - 04: Buyer behaviour; Chapter - 05: Communications theory; Chapter - 06: Marketing communications research, metrics and measurement; Chapter - 07: Marketing communications agencies; Chapter - 08: International marketing communications; Chapter - 09: The changing communications environment; Chapter - 10: The marketing communications plan; Section - TWO: Communications tools; Chapter - 11: Selling, social selling, AI integrated telesales, MA, martech and the metaverse; Chapter - 12: Advertising; Chapter - 13: Publicity and public relations; Chapter - 14: Sponsorship; Chapter - 15: Content marketing and other sales promotion; Chapter - 16: Direct mail, email, messaging and chatbots; Chapter - 17: Exhibitions, events and experiential marketing; Chapter - 18: Merchandising and point of sale; Chapter - 19: Packaging; Chapter - 20: Owned media - websites and social media;