34606
9780749498641
34606
20200203d2020 m||y0pory50 ba
eng
GB
Marketing communications
integrating online and offline, customer engagement and digital technologies
PR Smith, Ze Zook
7th ed
London
Kogan Page
2020
XXI, 647 p.
il.
25 cm
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
302
Marketing
Comunicação
BN
por
39983
Smith
PR
39984
Zook
Ze
MON
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0
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2020-02-03
48904
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IA14344
658.8:659.3 ZOO
2022-02-22
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0
0
2022-01-10
51412
IPAM-MT
IPAM-MT
11189
658.8:659.3 ZOO 11189
2024-03-21
2024-04-01
0
MON
0
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2024-02-20
55023
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IA15692
658.8:659.3 ZOO(I)
0
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