Marketing communications : integrating online and offline, customer engagement and digital technologies - Smith, P.R. (Paul Russell); Zook, Ze (London ; New York, NY : Kogan Page, 2020)
1 New integrated marketing communications -- 2 Branding -- 3 Customer relationship management -- 4 Buyer behaviour -- 5 Communications theory -- 6 Marketing communications research -- 7 Marketing communications agencies -- 8 International marketing communications -- 9 The marketing communications plan -- 10 The changing communications environment -- 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 Merchandising and point of sale -- 19 Packaging -- 20 Owned media - websites and social media.
Keywords: Communication in marketing; Marketing; Commucation; Advertising; Customer relations; Sponsors; Public relations; Brands; markkinointiviestintä; markkinointi; myynninedistäminen; markkinointikanavat; brändit; ostokäyttäytyminen; kansainvälinen kauppa; myynti; asiakkuus; kuluttajakäyttäytyminen; media; sponsorointi; suhdetoiminta