The ultimate marketing & PR book : understand your customers, master digital marketing, perfect public relations / Eric Davies, Nick Smith, Brian Salter.

Part 1. Your marketing masterclass: Introduction; What is marketing? Marketing and the customer; Marketing information and marketing research; Strategic marketing; The marketing mix - product and price; The marketing mix - place; The marketing mix - promotion; Summary; 7 x 7
Part 2. Your digital marketing masterclass: Introduction; Building the ultimate sales website; SEO: The backbone of any digital marketing strategy; Social media marketing madness; Pay per click (PPC) simplified and explained; Mobile optimization and getting mobile users; Email marketing - why you should do it no matter what; Other marketing tricks and tips in the modern world; Summary; 7 x 7
Part 3. Your social media marketing masterclass: Introduction; Introduction to social media; Successful case studies; Getting started with social media marketing; Phase one of your social media takeover; Phase two of your social media takeover; Phase three: quality content creation; Managing, metrics and scaling up; Summary; 7 x 7
Part 4. Your public relations masterclass: Introduction; Who needs PR? External audiences; Dealing with the media; Social media; Practical pointers for powerful press releases; Marketing communications; Internal PR; Summary; 7 x 7
Answers.