Marketing Communications
Kogan Page Ltd (Verlag)
978-0-7494-7340-2 (ISBN)
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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.
PR Smith is a marketing consultant, bestselling business author and inspirational speaker. Paul 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. Ze is a visiting academic at Regent's University London and he consults on digital marketing for private-sector disruptive start-ups.
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
| Erscheint lt. Verlag | 3.2.2016 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 190 x 247 mm |
| Gewicht | 720 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7494-7340-1 / 0749473401 |
| ISBN-13 | 978-0-7494-7340-2 / 9780749473402 |
| Zustand | Neuware |
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