000			03270cam a22003738i 4500
001			21430263
003			OSt
005			20221019151541.0
008			200201s2020 enk b 001 0 eng
010			_a 2019045704
020			_a0749498641
040			_aLBSOR/DLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.123 _b.S65 2020
082	0	0	_a658.8/02 _223
100	1		_aSmith, P. R. _q(Paul Russell), _d1957- _eauthor.
245	1	0	_aMarketing communications : _bintegrating online and offline, customer engagement and digital technologies / _cPR Smith and Ze Zook.
250			_a7th ed.
263			_a1912
264		1	_aLondon ; _aNew York, NY : _bKoganPage, _c2020.
300			_axxi, 647p.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	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.
520			_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.
650		0	_aCommunication in marketing.
700	1		_aZook, Ze, _eauthor.
776	0	8	_iOnline version: _aSmith, P. R. (Paul Russell), 1957- _tMarketing communications _bSeventh edition _dLondon ; New York, NY : KoganPage, 2020 _z9780749498658 _w(DLC) 2019045705
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c19678 _d19677