CiNii 図書 - Marketing communications : offline and online integration, engagement and analytics

Marketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell's Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts. This edition is also supported by a wealth of online resources, including lecture slides for every chapter and self-tests for students.

Section - ONE: COMMUNICATIONS BACKGROUND AND THEORIES
Chapter - 01: New marketing communications
Chapter - 02: Branding
Chapter - 03: Customer relationship management
Chapter - 04: Buyer behaviour
Chapter - 05: Communications theory
Chapter - 06: Marketing communications research
Chapter - 07: Media buying and planning
Chapter - 08: Marketing communications agencies
Chapter - 09: International marketing communications
Chapter - 10: The marketing communications plan
Chapter - 11: The changing communications environment
Section - TWO: COMMUNICATIONS TOOLS
Chapter - 12: Selling, social selling, sales management and key account management
Chapter - 13: Advertising
Chapter - 14: Publicity and public relations
Chapter - 15: Sponsorship
Chapter - 16: Sales promotions, gaming and content marketing
Chapter - 17: Direct mail (including e-mail)
Chapter - 18: Exhibitions, conferences and events
Chapter - 19: Merchandising and point of sale
Chapter - 20: Packaging
Chapter - 21: Owned media - websites and social media

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Marketing communications : offline and online integration, engagement and analytics

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