03270cam a22003738i 4500 21430263 OSt 20221019151541.0 200201s2020 enk b 001 0 eng 2019045704 0749498641 LBSOR/DLC eng rda DLC pcc HF5415.123 .S65 2020 658.8/02 23 Smith, P. R. (Paul Russell), 1957- author. Marketing communications : integrating online and offline, customer engagement and digital technologies / PR Smith and Ze Zook. 7th ed. 1912 London ; New York, NY : KoganPage, 2020. xxi, 647p. text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes bibliographical references and index. New 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. "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"-- Provided by publisher. Communication in marketing. Zook, Ze, author. Online version: Smith, P. R. (Paul Russell), 1957- Marketing communications Seventh edition London ; New York, NY : KoganPage, 2020 9780749498658 (DLC) 2019045705 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 19678 19677 0 0 lcc 0 KABU KABU 2022-10-19 6560.00 3 HF5415.123 .S65 2020 c.1 032340 2025-02-01 10:16:07 2025-01-17 2022-10-19 BK