Marketing Communications: Offline and Online Integration, Engagement and Analytics, Sixth Edition

  • 15h 25m
  • PR Smith, Ze Zook
  • Kogan Page
  • 2016

Presenting modern marketing communication theories and tools in an accessible and jargon-free way, this new sixth edition of Marketing Communications, has been updated to specifically focus on integrating online and offline techniques with a social media approach. All the chapters include new mini-case studies and real-life examples to reflect the many digital developments which have occurred since the fifth edition's publication in 2011.

About the Author

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, boost their results with better marketing.

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 has worked with the ballet, film and music industries and with sponsors such as Sainsbury's and The Prince's Trust. He is a visiting academic at Regent's University London, and he consults on digital marketing for private-sector disruptive start-ups.

In this Book

  • New Marketing Communications
  • Branding
  • Customer Relationship Management
  • Buyer Behaviour
  • Communications Theory
  • Marketing Communications Research
  • Media Buying and Planning
  • Marketing Communications Agencies
  • International Marketing Communications
  • The Marketing Communications Plan
  • The Changing Communications Environment
  • Selling, Social Selling, Sales Management and Key Account Management
  • Advertising
  • Publicity and Public Relations
  • Sponsorship
  • Sales Promotions, Gaming and Content Marketing
  • Direct Mail (Including E-Mail)
  • Exhibitions, Conferences and Events
  • Merchandising and Point of Sale
  • Packaging
  • Owned Media – Websites and Social Media
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