Smith, PR, author <br/><br/>
Marketing communications :  Integrating online and offline, customer engagement and digital technologies / 
by PR Smith and Ze Zook 
 - Eighth edition 
 - London :  Kogan Page Limited,  c2024 
 - xxi, 730 pages :  illustrations ;  24 centimeters 
 - c2024 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>978-1-3986-1171-9 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing<br/>Marketing -- Communications
<br/><br/><label>Dewey Class. No.: </label>BCir.   / Sm51m