000			03469cam a22003978i 4500
001			21430263
005			20240123154305.0
008			200201s2020 enk b 001 0 eng
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
925	0		_aacquire _b2 shelf copies _xp olicy default
955			_erm11 2020-02-18 to Dewey _wxm06 2020-02-19
010			_a 2019045704
020			_a9781789660937 _q(hardback)
020			_a9780749498641 _q(paperback)
020			_z9780749498658 _q(ebook)
040			_aLBSOR/DLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.123 _b.S65 2020
082	0	0	_a658.8/02 _223
100	1		_aSmith, P. R. _q(Paul Russell), _d1957- _eauthor.
245	1	0	_aMarketing communications : _bintegrating online and offline, customer engagement and digital technologies / _cPR Smith and Ze Zook.
250			_aSeventh edition.
263			_a1912
264		1	_aLondon ; _aNew York, NY : _bKoganPage, _c2020.
300			_apages cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aNew integrated marketing communications -- Branding -- Customer relationship management -- Buyer behaviour -- Communications theory -- Marketing communications research -- Marketing communications agencies -- International marketing communications -- The marketing communications plan -- The changing communications environment -- Selling, social selling, marketing automation and martech -- Advertising -- Publicity and public relations -- Sponsorship -- Content marketing and other sales promotion -- Direct mail, email, messaging and chatbots -- Exhibitions, events and experiential marketing -- Merchandising and point of sale -- Packaging -- Owned media : websites and social media.
520			_a"The integration of online and offline marketing techniques is central to modern marketing practice. Companies can no longer compete if their digital and traditional marketing operate in silos, and organisations are therefore looking for graduates with the skills to implement genuinely integrated marketing campaigns. This new edition of Marketing Communications has had, from its very first edition, a strong focus on integration, and will give students the precise skills that employers are seeking. This new, seventh edition is written by both an academic and professional, and therefore provides the perfect balance of research and theory combined with real world practicality that teaches students the why behind the how. Marketing Communications features a mixture of extended and short case studies, giving lecturers the flexibility to choose what best suits their teaching style. With increased focus on social media as well as coverage of the latest digital technologies, students will learn more than just how to use the current preferred digital marketing tools - they will become truly confident working in an environment of ongoing technological transformation. Online resources include chapter slides, multiple choice question bank, and video reviews"-- _cProvided by publisher.
650		0	_aCommunication in marketing.
700	1		_aZook, Ze, _eauthor.
776	0	8	_iOnline version: _aSmith, P. R. (Paul Russell), 1957- _tMarketing communications _bSeventh edition _dLondon ; New York, NY : KoganPage, 2020 _z9780749498658 _w(DLC) 2019045705
985			_aLBSORCIP _d2020-02-01