02671cam a2200349 a 4500
151030s2016 enka b 001 0 eng
2015040201
9780749473402
DLC
eng
DLC
pcc
HF5415.123
.S65 2016
658.8/02
23
Smith, PR
Marketing communications :
offline and online integration, engagement and analytics
PR Smith and Ze Zook
6th ed.
London :
KoganPage,
c2016.
xxii, 578 p. :
col. ill. ;
25 cm.
Includes bibliographical references and index.
Communication in marketing
Zook, Ze
(IMchF)fol15934402
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.
BUSINESS & ECONOMICS / Industrial Management
sears
BUSINESS & ECONOMICS / Management
sears
Management Science
sears
Organizational behavior
sears
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AMAUK
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2023-01-23
2023-01-09
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