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Marketing communications : integrating online and offline, customer engagement and digital technologies /

"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 ma...

Πλήρης περιγραφή

Αποθηκεύτηκε σε:
Κύριοι συγγραφείς: Smith, P. R. (Paul Russell), 1957- (Συγγραφέας), Zook, Ze (Συγγραφέας)
Μορφή: Βιβλίο
Γλώσσα:Αγγλικά
Έκδοση: London ; KoganPage, 2024
Έκδοση:8th ed
Θέματα:
Communication in marketing.
Ετικέτες: Προσθήκη ετικέτας
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Πίνακας περιεχομένων:
  • New 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.

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