Marketing communications : integrating online and offline, customer engagement and digital technologies / 8th ed
| 000 | 00000nam u2200205 a 4500 | |
| 001 | 000046194834 | |
| 005 | 20250304152913 | |
| 008 | 250304s2024 enkad b 001 0 eng d | |
| 020 | ▼a 9781398611719 (pbk.) | |
| 020 | ▼a 9781398611733 (hbk.) | |
| 020 | ▼z 9781398611726 (ebook) | |
| 040 | ▼a 211009 ▼c 211009 ▼d 211009 | |
| 050 | 4 | ▼a HF5415.123 ▼b .S65 2024 |
| 082 | 0 4 | ▼a 658.8/02 ▼2 23 |
| 084 | ▼a 658.802 ▼2 DDCK | |
| 090 | ▼a 658.802 ▼b S656m8 | |
| 100 | 1 | ▼a Smith, P. R. ▼q (Paul Russell), ▼d 1957- ▼e author. |
| 245 | 1 0 | ▼a Marketing communications : ▼b integrating online and offline, customer engagement and digital technologies / ▼c PR Smith and Ze Zook. |
| 250 | ▼a 8th ed. | |
| 260 | ▼a London : ▼b KoganPage, ▼c 2024. | |
| 300 | ▼a xxi, 730 p. : ▼b col. ill., charts ; ▼c 25 cm. | |
| 504 | ▼a Includes bibliographical references and index. | |
| 650 | 0 | ▼a Communication in marketing. |
| 700 | 1 | ▼a Zook, Ze, ▼e author. |
| 945 | ▼a ITMT |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 658.802 S656m8 | 등록번호 111908048 (3회 대출) | 도서상태 대출중 | 반납예정일 2026-04-07 | 예약 예약가능 | 서비스 |
컨텐츠정보
책소개
This newly updated, carefully structured accessible textbook provides students and practitioners with the skills they need to deliver successful marketing communications in today's fast-changing hypercompetitive markets.
The eighth edition of Marketing Communications continues to be a core resource covering all aspects of marketing communications from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, Ad campaigns, PR campaigns, big data, marketing automation, AI, Virtual Reality and more with this comprehensive textbook. Learn through current, real-world examples from global companies such as Tesla and TikTok and explore what it takes to build a truly integrated, successful marketing communications plan. Incorporating branding, customer journeys, customer insights and more, Marketing Communications also provides in-depth content on the legal requirements you need to develop your strategy including GDPR and AI rules and regulations. This edition is packed with intriguing examples from Ed Sheeran to Ariana Grande, from FIFA to KFC, from Guinness to Google and Airbnb to Amazon. This edition looks in depth at ongoing impact of AI in all aspects of marketing communications ensuring that you have the tools necessary to reach today's time-poor customers while utilizing the latest technologies. Marketing Communications will give readers the confidence to work in an environment of constant technological transformation to create fully integrated strategies and successful campaigns.정보제공 :
목차
* Section - ONE: Communications background and theories; ** Chapter - 01: Integrated marketing communications; ** Chapter - 02: Branding; ** Chapter - 03: Customer relationship management; ** Chapter - 04: Buyer behaviour; ** Chapter - 05: Communications theory; ** Chapter - 06: Marketing communications research, metrics and measurement; ** Chapter - 07: Marketing communications agencies; ** Chapter - 08: International marketing communications; ** Chapter - 09: The changing communications environment; ** Chapter - 10: The marketing communications plan; * Section - TWO: Communications tools; ** Chapter - 11: Selling, social selling, AI integrated telesales, MA, martech and the metaverse; ** Chapter - 12: Advertising; ** Chapter - 13: Publicity and public relations; ** Chapter - 14: Sponsorship; ** Chapter - 15: Content marketing and other sales promotion; ** Chapter - 16: Direct mail, email, messaging and chatbots; ** Chapter - 17: Exhibitions, events and experiential marketing; ** Chapter - 18: Merchandising and point of sale; ** Chapter - 19: Packaging; ** Chapter - 20: Owned media – websites and social media;