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Marketing communications: integrating online and offline, customer engagement and digital technologies

Marketing communications: integrating online and offline, customer engagement and digital technologies

Smith, P. R., author; Zook, Ze, author

Book. English.
Seventh edition.
Published London: KoganPage, 2020
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Available at Electronic Resource and National College Library.

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Details

Statement of responsibility: P.R. Smith and Ze Zook
ISBN: 0749498641, 074949865X, 1789666953, 9780749498641, 9780749498658, 9781789666953
Note: Includes bibliographical references and index.
Physical Description: xxi, 647 pages : illustrations ; 25 cm.
Subject: Communication in marketing.

Contents

  1. Part One: Communications background and theories
  2. New integrated marketing communications
  3. Branding
  4. Customer relationship management
  5. Buyer behaviour
  6. Communications theory
  7. Marketing communications research
  8. Marketing communications agencies
  9. International marketing communications
  10. The marketing communications plan
  11. The changing communications environment
  12. Part Two: Communications tools
  13. Selling, social selling, marketing automation and martech
  14. Advertising
  15. Publicity and public relations
  16. Sponsorship
  17. Content marketing and other sales promotion
  18. Direct mail, email, messaging and chatbots
  19. Exhibitions, event and experiential marketing
  20. Merchandising and point of sale
  21. Packaging
  22. Owned media - websites and social media.