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Marketing communications : integrating online and offline, customer engagement and digital technologies / PR Smith, Ze Zook

Main Author Smith, PR Coauthor Zook, Ze Edition 7th ed Publication London : Kogan Page, 2020 Description XXI, 647 p. : il. ; 25 cm ISBN 9780749498641 Abstract ONE: Communications background and theories: 01: New integrated marketing communications; 02: Branding; 03: Customer relationship management; 04: Buyer behaviour; 05: Communications theory; 06: Marketing communications research; 07: Marketing communications agencies; 08: International marketing communications; 09: The marketing communications plan; 10: The changing communications environment; TWO: Communications tools: 11: Selling, social selling, marketing automation and martech; 12: Advertising; 13: Publicity and public relations; 14: Sponsorship; 15: Content marketing and other sales promotion; 16: Direct mail, email, messaging and chatbots; 17: Exhibitions, events and experiential marketing; 18: Merchandizing and point of sale;19: Packaging; 20: Owned media – websites and social media; 21: Index Topical name Marketing - Comunicação CDU
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IADE-UE
658.8:659.3 ZOO(I) Available IA15692
Book Biblioteca IADE-UE
658.8:659.3 ZOO Available IA14344
Book Biblioteca IPAM Porto
658.8:659.3 ZOO 11189 Checked out 2024-04-19 11189 1
Total holds: 1

ONE: Communications background and theories:
01: New integrated marketing communications;
02: Branding;
03: Customer relationship management;
04: Buyer behaviour;
05: Communications theory;
06: Marketing communications research;
07: Marketing communications agencies;
08: International marketing communications;
09: The marketing communications plan;
10: The changing communications environment;
TWO: Communications tools:
11: Selling, social selling, marketing automation and martech;
12: Advertising;
13: Publicity and public relations;
14: Sponsorship;
15: Content marketing and other sales promotion;
16: Direct mail, email, messaging and chatbots;
17: Exhibitions, events and experiential marketing;
18: Merchandizing and point of sale;19: Packaging;
20: Owned media – websites and social media;
21: Index

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