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Marketing Communications

Integrating Online and Offline, Customer Engagement and Digital Technologies
BuchGebunden
760 Seiten
Englisch
Kogan Pageerschienen am03.03.20248th edition
Discover how to plan and implement successful marketing with this invaluable core textbook complete with in depth, integrated marketing elements throughout.mehr
Verfügbare Formate
BuchGebunden
EUR221,50
BuchKartoniert, Paperback
EUR64,00
E-BookEPUBDRM AdobeE-Book
EUR63,49

Produkt

KlappentextDiscover how to plan and implement successful marketing with this invaluable core textbook complete with in depth, integrated marketing elements throughout.
Details
ISBN/GTIN978-1-3986-1173-3
ProduktartBuch
EinbandartGebunden
FormatGenäht
Erscheinungsjahr2024
Erscheinungsdatum03.03.2024
Auflage8th edition
Seiten760 Seiten
SpracheEnglisch
MasseBreite 194 mm, Höhe 252 mm, Dicke 37 mm
Gewicht1612 g
Artikel-Nr.59780288
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
Section - ONE: Communications background and theories; Chapter - 01: Integrated marketing communications;Chapter - 02: Branding; Chapter - 03: Customer relationship management; Chapter - 04: Buyer behaviour; Chapter - 05: Communications theory;Chapter - 06: Marketing communications research, metrics and measurement;Chapter - 07: Marketing communications agencies; Chapter - 08: International marketing communications;Chapter - 09: The changing communications environment;Chapter - 10: The marketing communications plan;Section - TWO: Communications tools;Chapter - 11: Selling, social selling, AI integrated telesales, MA, martech and the metaverse; Chapter - 12: Advertising; Chapter - 13: Publicity and public relations; Chapter - 14: Sponsorship; Chapter - 15: Content marketing and other sales promotion;Chapter - 16: Direct mail, email, messaging and chatbots;Chapter - 17: Exhibitions, events and experiential marketing; Chapter - 18: Merchandising and point of sale;Chapter - 19: Packaging;Chapter - 20: Owned media - websites and social media;mehr

Autor

PR Smith is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC® Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme. Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent's University London and consults on digital marketing for private-sector disruptive start-ups.