Statement of responsibility: P.R. Smith and Ze Zook
ISBN: 0749498641, 074949865X, 1789666953, 9780749498641, 9780749498658, 9781789666953
Includes bibliographical references and index.
xxi, 647 pages : illustrations ; 25 cm.
Communication in marketing.
- Part One: Communications background and theories
- New integrated marketing communications
- Customer relationship management
- Buyer behaviour
- Communications theory
- Marketing communications research
- Marketing communications agencies
- International marketing communications
- The marketing communications plan
- The changing communications environment
- Part Two: Communications tools
- Selling, social selling, marketing automation and martech
- Publicity and public relations
- Content marketing and other sales promotion
- Direct mail, email, messaging and chatbots
- Exhibitions, event and experiential marketing
- Merchandising and point of sale
- Owned media - websites and social media.