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Marketing Communications de Pr Smith

Marketing Communications

Autor Pr Smith, Ze Zook
en Limba Engleză Hardback – 26 mar 2024
Discover how to plan and implement successful marketing with this invaluable core textbook complete with in depth, integrated marketing elements throughout.
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Specificații

ISBN-13: 9781398611733
ISBN-10: 1398611735
Pagini: 760
Dimensiuni: 194 x 252 x 37 mm
Greutate: 1.61 kg
Ediția:8th edition
Editura: Kogan Page

Cuprins

Section - Section - ONE: Communications background and theories; Chapter - 01: New integrated marketing communications; Chapter - 02: Branding; Chapter - 03: Customer relationship management; Chapter - 04: Buyer behaviour; Chapter - 05: Communications theory; Chapter - 06: Marketing communications research; Chapter - 07: Marketing communications agencies; Chapter - 08: International marketing communications; Chapter - 09: The marketing communications plan; Chapter - 10: The changing communications environment; Section - Section - TWO: Communications tools; Chapter - 11: Selling, social selling, marketing automation and martech; 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: Merchandizing and point of sale; Chapter - 19: Packaging; Chapter - 20: Owned media - websites and social media;