PR Smith, Ze Zook – Marketing Communications, 7th Ed
English | eBook | Size: 46.24 MB
P. R. Smith & Ze Zook – Marketing Communications: Integrating Online and Ofline, Customer Engagement and Digital Technologies, 7th edition
This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for – to be able to implement genuinely integrated marketing campaigns.
This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students:
* How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns
* The opportunity and risks of social media
* How to navigate ethical and data management challenges
* How to use the current preferred digital marketing tools and technology
Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation.
Contents:
About the authors
Preface
About this book
Key features of this book
Acknowledgments
Part One: Communications background and theories
1 New integrated marketing communications
2 Branding
3 Customer relationship management
4 Buyer behaviour
5 Communications theory
6 Marketing communications research
7 Marketing communications agencies
8 International marketing communications
9 The marketing communications plan
10 The changing communications environment
Part Two: Communications tools
11 Selling, social selling, marketing automation and martech
12 Advertising
13 Publicity and public relations
14 Sponsorship
15 Content marketing and other sales promotion
16 Direct mail, messaging and chatbots
17 Exhibitions, events and experiential marketing
18 Merchandising and point of sale
19 Packaging
20 Owned media–websites and social media
Index
Format: PDF
Length: 673 pages
Published: 2019 by Kogan Page
ISBN: 074949865X
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