Pr Smith, Ze Zook

Marketing Communications

Integrating Online and Offline, Customer Engagement and Digital Technologies

• Gebundenes Buch

Produktbeschreibung

Discover how to plan and implement successful marketing with this invaluable core textbook complete with in depth, integrated marketing elements throughout.

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Produktdetails

• Verlag: Kogan Page
• 8th edition
• Seitenzahl: 760
• Erscheinungstermin: 26. März 2024
• Englisch
• Abmessung: 252mm x 194mm x 37mm
• Gewicht: 1612g
• ISBN-13: 9781398611733
• ISBN-10: 1398611735
• Artikelnr.: 66763255

Autorenporträt

PR Smith and Ze Zook

Inhaltsangabe

Section
ONE: Communications background and theories; Chapter
01: Integrated marketing communications; Chapter
02: Branding; Chapter
03: Customer relationship management; Chapter
04: Buyer behaviour; Chapter
05: Communications theory; Chapter
06: Marketing communications research, metrics and measurement; Chapter
07: Marketing communications agencies; Chapter
08: International marketing communications; Chapter
09: The changing communications environment; Chapter
10: The marketing communications plan; Section
TWO: Communications tools; Chapter
11: Selling, social selling, AI integrated telesales, MA, martech and the metaverse; Chapter
12: Advertising; Chapter
13: Publicity and public relations; Chapter
14: Sponsorship; Chapter
15: Content marketing and other sales promotion; Chapter
16: Direct mail, email, messaging and chatbots; Chapter
17: Exhibitions, events and experiential marketing; Chapter
18: Merchandising and point of sale; Chapter
19: Packaging; Chapter
20: Owned media
websites and social media;