Marketing communications : integrating offline and online with social media

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Title:

Author:

Smith, P. R. (Paul Russell), 1957-

ISBN:

9780749461935

Personal Author:

Smith, P. R. (Paul Russell), 1957-

Edition:

5th ed.

Publication Information:

London : Kogan Page, 2011.

Physical Description:

xviii, 483 p. : ill. ; 25 cm.

General Note:

Previous ed.: 2004.

Formerly CIP.

Contents:

New marketing communications -- Branding -- Customer relationship management -- Customer psychology/ buyer behaviour -- Customer communications theory -- Marketing communications research -- Media buying and planning -- Marketing communications agencies -- International marketing communications -- Marketing communications plan -- Marketing communications laws and regulations -- Communications tools -- Selling and sales management -- Advertising -- Pr (including viral marketing) -- Sponsorship -- Sales promotions -- Direct mail -- Exhibitions and conferences -- Merchandising and pos -- Packaging -- Websites and social media.

Subject Term:

Communication in marketing.

Added Author:

Zook, Ze.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025512175	658.802 S656M 2011	1	Searching... Unknown

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Summary

The fifth edition of this best-selling text has been significantly updated to include the new communication tools now available to marketing professionals. Heralding the emergence of social media as a marketing revolution, the book integrates offline tools with online tools and, of course, social media. This book opens up new opportunities for marketers to raise their game, and ultimately deliver better results. Marketing Communications covers every aspect of marketing communications in a unique challenging, and often entertaining, style. This European text, has been referred to by the Chartered Institute of Marketing as a marketing major alongside the world's best American authors. With a plethora of examples and new case studies, as well as online support material for lecturers and students, this essential textbook will guide you through everything you need to know about the changing face of marketing.