Marketing communications : offline and online integration, engagement and analytics

書誌事項

Marketing communications : offline and online integration, engagement and analytics

PR Smith and Ze Zook

Kogan Page, 2016

6th ed

大学図書館所蔵 件 / 2

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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.

目次

  • 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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詳細情報

  • NII書誌ID(NCID)
    BB20982203
  • ISBN
    • 9780749473402
  • LCCN
    2015040201
  • 出版国コード
    uk
  • タイトル言語コード
    eng
  • 本文言語コード
    eng
  • 出版地
    London
  • ページ数/冊数
    xxii, 578 p.
  • 大きさ
    25 cm
  • 分類
  • 件名
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