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Marketing Communications: Offline and Online Integration, Engagement and Analytics by Ze Zook, PR Smith (Paperback, 2016)

About this product

About this product

Product Information

Marketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell's Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts. This edition is also supported by a wealth of online resources, including lecture slides for every chapter and self-tests for students.

Product Identifiers

Publisher
Kogan Page Ltd
ISBN-13
9780749473402
eBay Product ID (ePID)
216411772

Product Key Features

Author
Ze Zook, PR Smith
Publication Name
Marketing Communications: Offline and Online Integration, Engagement and Analytics
Format
Paperback
Language
English
Subject
Management, Advertising, Marketing
Publication Year
2016
Type
Textbook
Number of Pages
600 Pages

Dimensions

Item Height
247mm
Item Width
190mm
Item Weight
720g

Additional Product Features

Title_Author
Ze Zook, PR Smith
Country/Region of Manufacture
United Kingdom

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