Marketing communications : integrating offline and online with social media /
PR Smith & Ze Zook.
- 5th ed.
- Philadelphia, PA : Kogan Page, 2011.
- xviii, 483 p. : ill. (some col.) ; 25 cm.
Includes index.
New marketing communications -- Branding -- Customer relationship management -- Customer psychology/ buyer behaviour -- Customer communications theory -- Marketing communications research -- Media buying and planning -- Marketing communications agencies -- International marketing communications -- Marketing communications plan -- Marketing communications laws and regulations -- Communications tools -- Selling and sales management -- Advertising -- Pr (including viral marketing) -- Sponsorship -- Sales promotions -- Direct mail -- Exhibitions and conferences -- Merchandising and pos -- Packaging -- Websites and social media.
Smith, an author, speaker, and marketing consultant who is associated with an online provider of marketing courses, and Zook, a lecturer, media producer, and photographer who specializes in the creative industries and teaches marketing communications and consumer psychology at London Metropolitan U., UK, explore all aspects of marketing communications, such as advertising, public relations, sponsorship, direct selling, and background topics and theories on customer relationship management, buyer behavior, and communications theory. This edition has been updated with new forms of communications and a new theme of creativity; has new chapters on branding, relationship marketing, and social media and websites; and integrates online and offline tools. There are new mini cases and new sections on key account management, rational emotional dichotomy, and new UK laws and regulations and emerging ethics.