Marketing communications : integrating offline and online with social media / P. R. Smith & Ze Zook.
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TextPublication details: London ; Philadelphia, United States ; New Delhi : Kogan Page, 2011.Edition: 5th ed., reprintedDescription: xviii, 483 p. : ill. (col.) ; 25 cmISBN: - 9780749461935
- 0749461934
- 9780749461942
- 0749461942
- 658.802 22 SMI
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Index : p. 471-483.
Reprint of the 2011 ed.
Includes bibliographical references.
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.
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