03127cam a22003258i 450000100090000000300040000900500170001300800410003001000170007102000150008804000290010304200080013205000260014008200170016610000500018324501340023325000120036726300090037926400480038830000150043633600260045133700280047733800270050550400510053250506920058352012970127565000320257270000230260477601740262721430263OSt20221019151541.0200201s2020    enk      b    001 0 eng    a  2019045704  a0749498641  aLBSOR/DLCbengerdacDLC  apcc00aHF5415.123b.S65 202000a658.8/022231 aSmith, P. R.q(Paul Russell),d1957-eauthor.10aMarketing communications :bintegrating online and offline, customer engagement and digital technologies /cPR Smith and Ze Zook.  a7th ed.  a1912 1aLondon ;aNew York, NY :bKoganPage,c2020.  axxi, 647p.  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aIncludes bibliographical references and index.0 aNew integrated marketing communications -- Branding -- Customer relationship management -- Buyer behaviour -- Communications theory -- Marketing communications research -- Marketing communications agencies -- International marketing communications -- The marketing communications plan -- The changing communications environment -- Selling, social selling, marketing automation and martech -- Advertising -- Publicity and public relations -- Sponsorship -- Content marketing and other sales promotion -- Direct mail, email, messaging and chatbots -- Exhibitions, events and experiential marketing -- Merchandising and point of sale -- Packaging -- Owned media : websites and social media.  a"The integration of online and offline marketing techniques is central to modern marketing practice. Companies can no longer compete if their digital and traditional marketing operate in silos, and organisations are therefore looking for graduates with the skills to implement genuinely integrated marketing campaigns. This new edition of Marketing Communications has had, from its very first edition, a strong focus on integration, and will give students the precise skills that employers are seeking. This new, seventh edition is written by both an academic and professional, and therefore provides the perfect balance of research and theory combined with real world practicality that teaches students the why behind the how. Marketing Communications features a mixture of extended and short case studies, giving lecturers the flexibility to choose what best suits their teaching style. With increased focus on social media as well as coverage of the latest digital technologies, students will learn more than just how to use the current preferred digital marketing tools - they will become truly confident working in an environment of ongoing technological transformation. Online resources include chapter slides, multiple choice question bank, and video reviews"--cProvided by publisher. 0aCommunication in marketing.1 aZook, Ze,eauthor.08iOnline version:aSmith, P. R. (Paul Russell), 1957-tMarketing communicationsbSeventh editiondLondon ; New York, NY : KoganPage, 2020z9780749498658w(DLC)  2019045705