Lee Yan Fong Library

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Smith, P. R. 1957-

Marketing communications integrating offline and online with social media / [electronic resource] : Paul R Smith & Ze Zook. - 5th ed. - Philadelphia : Kogan Page, 2011. - xviii, 483 p. : ill. (chiefly col.)

Includes index.

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 -- Marketing communications plan -- Marketing communications laws and regulations -- Communications tools -- 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.


Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

ISBN:

LCCN:

Subjects--Topical Terms:
Communication in marketing.

Index Terms--Genre/Form:
Electronic books.

LC Class. No.: HF5415.123 / .S65 2011

Dewey Class. No.: 658.8/02