| 000 -LEADER |
|---|
| fixed length control field |
02671cam a2200349 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
151030s2016 enka b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2015040201 |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780749473402 |
| CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.123 |
| Item number |
.S65 2016 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8/02 |
| Edition number |
23 |
| SYSTEM CONTROL NUMBER |
|---|
| System control number |
(IMchF)fol15934402 |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126101129.0 |
| CONTROL NUMBER |
|---|
| control field |
64224 |
| CONTROL NUMBER IDENTIFIER |
|---|
| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Smith, PR |
| TITLE STATEMENT |
|---|
| Title |
Marketing communications : |
| Remainder of title |
offline and online integration, engagement and analytics |
| Statement of responsibility, etc |
PR Smith and Ze Zook |
| EDITION STATEMENT |
|---|
| Edition statement |
6th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
London : |
| Name of publisher, distributor, etc |
KoganPage, |
| Date of publication, distribution, etc |
c2016. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xxii, 578 p. : |
| Other physical details |
col. ill. ; |
| Dimensions |
25 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| SUMMARY, ETC. |
|---|
| Summary, etc |
Marketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Section - ONE: COMMUNICATIONS BACKGROUND AND THEORIES;Chapter - 01: New marketing communications;Chapter - 02: Branding;Chapter - 03: Customer relationship management;Chapter - 04: Buyer behaviour;Chapter - 05: Communications theory;Chapter - 06: Marketing communications research;Chapter - 07: Media buying and planning;Chapter - 08: Marketing communications agencies;Chapter - 09: International marketing communications;Chapter - 10: The marketing communications plan;Chapter - 11: The changing communications environment;Section - TWO: COMMUNICATIONS TOOLS;Chapter - 12: Selling, social selling, sales management and key account management;Chapter - 13: Advertising;Chapter - 14: Publicity and public relations;Chapter - 15: Sponsorship;Chapter - 16: Sales promotions, gaming and content marketing;Chapter - 17: Direct mail (including e-mail);Chapter - 18: Exhibitions, conferences and events;Chapter - 19: Merchandising and point of sale;Chapter - 20: Packaging;Chapter - 21: Owned media - websites and social media. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Industrial Management |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Management |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Management Science |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Organizational behavior |
| Source of heading or term |
sears |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Zook, Ze |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |