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Smith P.R., Zook Z. Marketing Communications: Integrating Offline and Online with Social Media

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Smith P.R., Zook Z. Marketing Communications: Integrating Offline and Online with Social Media
Fifth Edition.
Kogan Page, 2011. - 512 c.
ISBN-13: 9780749461935.
Marketing Communications has been listed as a "classic" by the Marketing Society. Paul Smith's and Ze Zook's understanding of marketing communications is widely acclaimed and has proved popular with students and practitioners alike. Marketing Communications explores:
-social media and websites.
-advertising.
-PR.
-sponsorship.
-direct selling.
The fifth edition has been significantly updated to include the many new forms of communication now available for marketing professionals. Heralding the emergence of social media as a "marketing revolution," the book presents the many varied forms of communication this offers and the opportunities for marketing that more effectively engages with its end-user.
With numerous examples and case studies as well as online support material for instructors and students, this textbook will guide the user through the changing face of marketing communications.
Paul Smith is Managing Director of MultimediaMarketing.com, the online provider of marketing courses. He is the author of Marketing Communications, Strategic Marketing Communications, and Great Answers to Tough Marketing Questions, all published by Kogan Page.
Ze Zook is a lecturer, media producer and photographer. He teaches marketing communications and consumer psychology at London Metropolitan University.
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.
The marketing communications plan.
Marketing communications laws and regulations.
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.
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