Marketing communications : integrating offline and online with social media

• Main Authors: Smith, P. R. 1957- (Author), Zook, Ze (Author)
• Format: Book
• Language: English
• Published: London : Kogan Page, 2011
• Edition: 5th ed.
• Subjects: marketingová komunikace; sociální média; internetový marketing; internetová komunikace; communication in marketing; social media; Internet marketing; Internet communication; učebnice; textbooks
• ISBN: 9780749461935
• Physical Description: xviii, 483 s. : il. ; 25 cm

Table of 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