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Smith, P. R. 1957-

Marketing communications : offline and online integration, engagement and analytics / PR Smith and Ze Zook. - Sixth edition. - xxii, 578 pages : color illustrations ; 25 cm

Includes bibliographical references and index.

New marketing communications -- Branding -- Customer relationship management -- Buyer behaviour -- Communication theory -- Marketing communications research -- Media buying and planning -- Marketing communications agencies -- Inernational marketing communications -- The marketing communications plan -- The changing communications enviornment -- Selling, social selling, sales management and key account management -- Advertising -- Publicity and public relations -- Sponsorship -- Sales promotions, gaming and content marketing -- Direct mail (including e-mail) -- Exhibitions, conferences and events -- Merchandising and point of sale -- Packaging -- Owned media: websites and social media.

ISBN: 9780749473402 0749473401

LCCN: 2015040201

Nat. Bib. No.: GBB5H3822 bnb

Nat. Bib. Agency Control No.: 017652095 Uk

Subjects--Topical Terms:
Communication in marketing.
Communication in marketing.
Marknadskommunikation.
Sociala medier.
PR.
Sponsring.
Direktmarknadsföring.
Big data.
Kommunikations-Mix.
Kommunikationsstrategie.
Marketing.

LC Class. No.: HF5415.123 / .S65 2016

Dewey Class. No.: 658.8/02