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Marketing communications : offline and online integration, engagement and analytics PR Smith and Ze Zook

By: Contributor(s): Material type: TextTextPublication details: London : KoganPage, c2016.Edition: 6th edDescription: xxii, 578 p. : col. ill. ; 25 cmISBN:
  • 9780749473402
Subject(s): DDC classification:
  • 658.8/02 23
LOC classification:
  • HF5415.123 .S65 2016
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.802 SM MA (Browse shelf(Opens below)) Available T0054410

Includes bibliographical references and index.

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.

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.

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