TY  - BOOK
AU  - Smith, PR, author
AU  - Zook, Ze
TI  - Marketing communications: Integrating online and offline, customer engagement and digital technologies 
SN  - 978-1-3986-1171-9
U1  - BCir.  Eight edition
PY  - 2024///
CY  - London
PB  - Kogan Page Limited
KW  - Marketing
KW  - Marketing -- Communications
KW  - sears
N1  - Includes bibliographical references and index; 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
ER  -