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PR Smith, Ze Zook - Marketing Communications, 7th Ed https://www.warez-v3.org/viewtopic.php?t=319295 |
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Author: | Hannibal [ Thu Apr 25, 2024 3:17 pm ] |
Post subject: | PR Smith, Ze Zook - Marketing Communications, 7th Ed |
[center] PR Smith, Ze Zook - Marketing Communications, 7th Ed English | eBook | Size: 46.24 MB[/center] 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 [center]Buy Long-term Premium Accounts To Support Me & Max Speed [/center]
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