Marketing communications : Integrating online and offline, customer engagement and digital technologies / by PR Smith and Ze Zook

By:

Smith, PR, author

Contributor(s):

Zook, Ze

Material type: Text

TextPublication details: London : Kogan Page Limited, c2024Edition: Eighth editionDescription: xxi, 730 pages : illustrations ; 24 centimetersContent type:

rdacontent

ISBN:

978-1-3986-1171-9

Subject(s):

DDC classification:

Eight edition BCir. Sm51m

Contents:

Part 1. Communication background and theories. 1. Integrated marketing communications. -- 2. Branding. -- 3. Customer relationship management. -- 4. Buyer behavior. -- 5. Communications theory. -- 6. Marketing communications research, metrics and measurement.-- 7. Marketing communications agencies. -- 8. International marketing communications. -- 9. The changing communications environment. -- 10. The marketing communications plan. -- Part 2. Communication tools. -- 11. Selling, social selling, AI integrated telesales, MA, martech and the metaverse. -- 12. Advertising. -- 13. Publicity and public relations.-- 14. Sponsorship. -- 15. Content marketing and other sales promotion. -- 16. Direct mail, email, messaging and chatbots. -- 17. Exhibitions, events and experiential marketing. -- 18. Merchandising and point of sale. -- 19. Packaging. -- 20. Owned media - websites and social media.

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Holdings
Item type	Home library	Call number	Status	Date due	Barcode
Bansalan Circulation1	UM Bansalan College LIC	BCir. 659.1 Sm51m 2024 (Browse shelf(Opens below))	Available		9271

Includes bibliographical references and index.

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