| 000 | 02671cam a2200349 a 4500 | ||
|---|---|---|---|
| 008 | 151030s2016 enka b 001 0 eng | ||
| 010 | _a 2015040201 | ||
| 020 | _a9780749473402 | ||
| 040 |
_aDLC _beng _cDLC |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.123 _b.S65 2016 |
| 082 | 0 | 0 |
_a658.8/02 _223 |
| 100 | 1 | _aSmith, PR | |
| 245 | 1 | 0 |
_aMarketing communications : _boffline and online integration, engagement and analytics _cPR Smith and Ze Zook |
| 250 | _a6th ed. | ||
| 260 |
_aLondon : _bKoganPage, _cc2016. |
||
| 300 |
_axxii, 578 p. : _bcol. ill. ; _c25 cm. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 650 | 0 | _aCommunication in marketing | |
| 700 | 1 | _aZook, Ze | |
| 035 | _a(IMchF)fol15934402 | ||
| 520 | _aMarketing 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. | ||
| 505 | 0 | _aSection - 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. | |
| 650 | 7 |
_aBUSINESS & ECONOMICS / Industrial Management _2sears |
|
| 650 | 7 |
_aBUSINESS & ECONOMICS / Management _2sears |
|
| 650 | 7 |
_aManagement Science _2sears |
|
| 650 | 7 |
_aOrganizational behavior _2sears |
|
| 005 | 20170126101129.0 | ||
| 001 | 64224 | ||
| 003 | UOWD | ||
| 942 | _cREGULAR | ||
| 999 |
_c29245 _d29245 |
||