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Marketing communications : integrating offline and online with social media

Author: P R Smith; Ze Zook
Publisher: London ; Philadelphia, PA : Kogan Page, 2011.
Edition/Format:   Print book : English : 5th edView all editions and formats
Summary:

Marketing Communications examines the many and varied forms of marketing including: social media, advertising, PR, sponsorship, direct selling and merchandizing. The textbook is accompanied by  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: P R Smith; Ze Zook
ISBN: 9780749461935 0749461934
OCLC Number: 676068852
Description: xviii, 483 pages : color illustrations ; 25 cm
Contents: New marketing communications --
Branding --
Customer relationship management --
Customer psychology/ buyer behaviour --
Customer communications theory --
Marketing communications research --
Media buying and planning --
Marketing communications agencies --
International marketing communications --
Marketing communications plan --
Marketing communications laws and regulations --
Communications tools --
Selling and sales management --
Advertising --
Pr (including viral marketing) --
Sponsorship --
Sales promotions --
Direct mail --
Exhibitions and conferences --
Merchandising and pos --
Packaging --
Websites and social media.
Other Titles: Integrating offline and online with social media
Responsibility: PR Smith & Ze Zook.
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"This is the single most comprehensive marketing communications text...essential reading for anyone moving up the marketing ladder." Prof Merlin Stone, IBM Professor of Relationship marketing, Read more...

 
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