TY - BOOK AU - Smith,PR AU - Zook,Ze TI - Marketing communications: offline and online integration, engagement and analytics SN - 9780749473402 AV - HF5415.123 .S65 2016 U1 - 658.8/02 23 PY - 2016/// CY - London PB - KoganPage KW - Communication in marketing KW - BUSINESS & ECONOMICS / Industrial Management KW - sears KW - BUSINESS & ECONOMICS / Management KW - Management Science KW - Organizational behavior N1 - Includes bibliographical references and index; 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 N2 - 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 ER -