Marketing communications : integrating offline and online with social media by Paul R. Smith and Ze Zook
By: Smith, Paul R.
Contributor(s): Zook, Ze.Publisher: Philadelphia, USA Kogan Page 2011Edition: 5th ed.Description: 483 p. : ill.ISBN: 9780749461942 (eISBN).Subject(s): INFORMATION TECHNOLOGY | SOCIAL MEDIA | MARKETING | COMMUNICATIONSOnline resources: Download as an eBook
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COMMUNICATIONS BACKGROUND AND THEORIES : New marketing communications ; Branding ; Customer relationship management ; Customer psychology and buyer behaviour ; Customer communications theory ; Marketing communications research ; Media buying and planning ; Marketing communications agencies ; International marketing communications ; The marketing communications plan ; The changing communications environment ; COMMUNICATIONS TOOLS : Selling, sales management and key account management ; Advertising online and offline ; Publicity and public relations - online and offline ; Sponsorship - online and offline ; Sales promotions - online and offline ; Direct mail - online and offline ; Exhibitions - online and offline ; Merchandising and point of sale ; Packaging ; Websites and social media
Presents case studies, examples and key points on how to integrate online marketing with offline marketing. Introduces new marketing communications driven largely by social media. Discusses different marketing communication tools such as sponsorship, advertising, exhibitions and websites that work. Designed to be used as a reference tool rather than to be read from cover to cover. NOTE: Available as an Ebook only.