MARC details
| 000 -LEADER |
|---|
| fixed length control field |
04568nam a2200553 i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
BDZ0039648779 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
StDuBDS |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20230929150147.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
190801s2020 enka f b 001|0|eng|d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780749498641 (pbk.) : |
| Terms of availability |
39.99 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Canceled/invalid ISBN |
9780749498658 (ebook) : |
| Terms of availability |
No price |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
StDuBDS |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
StDuBDS |
| Modifying agency |
StDuBDSZ |
| 050 #0 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.123 |
| Item number |
.S65 2020 |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
BUS |
| Source |
ukslc |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
KJ |
| Source |
bicssc |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
KJMV7 |
| Source |
bicssc |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
KJS |
| Source |
bicssc |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
KJSA |
| Source |
bicssc |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
KJ |
| Source |
thema |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
KJMV7 |
| Source |
thema |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
KJS |
| Source |
thema |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
KJSA |
| Source |
thema |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
KJP |
| Source |
thema |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.802 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Smith, P. R. |
| Fuller form of name |
(Paul Russell), |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Marketing communications : |
| Remainder of title |
integrating online and offline, customer engagement and digital technologies. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Seventh edition / |
| Remainder of edition statement |
P.R. Smith and Ze Zook. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
London : |
| Name of producer, publisher, distributor, manufacturer |
KoganPage, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2020. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxi, 647 pages : |
| Other physical details |
illustrations (colour) ; |
| Dimensions |
25 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
still image |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 366 ## - TRADE AVAILABILITY INFORMATION |
|---|
| Detailed date of publication |
20191203 |
| Availability status code |
Available |
| 500 ## - GENERAL NOTE |
|---|
| General note |
"Online resources"--Front cover. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Previous edition: 2016. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Section - ONE: Communications background and theories;Chapter - 01: New integrated marketing communications;Chapter - 02: Branding;Chapter - 03: Customer relationship management;Chapter - 04: Buyer behaviour;Chapter - 05: Communications theory;Chapter - 06: Marketing communications research;Chapter - 07: Marketing communications agencies;Chapter - 08: International marketing communications;Chapter - 09: The marketing communications plan;Chapter - 10: The changing communications environment;Section - TWO: Communications tools;Chapter - 11: Selling, social selling, marketing automation and martech;Chapter - 12: Advertising;Chapter - 13: Publicity and public relations;Chapter - 14: Sponsorship;Chapter - 15: Content marketing and other sales promotion;Chapter - 16: Direct mail, email, messaging and chatbots;Chapter - 17: Exhibitions, events and experiential marketing;Chapter - 18: Merchandizing and point of sale;Chapter - 19: Packaging;Chapter - 20: Owned media - websites and social media;Chapter - 21: Index |
| 520 8# - SUMMARY, ETC. |
|---|
| Summary, etc. |
This new edition takes the reader through everything they need to know about the changing face of marketing. It covers the changing pattern of media consumption and the strengths and weaknesses of new advertising. |
| Expansion of summary note |
"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart InsightsThis book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technologyCovering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Communication in marketing. |
| 9 (RLIN) |
18737 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Business and Management. |
| Source of heading or term |
ukslc |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Business & Management |
| Source of heading or term |
thema |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sales & marketing management |
| Source of heading or term |
thema |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sales & marketing |
| Source of heading or term |
thema |
| 9 (RLIN) |
20600 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Source of heading or term |
thema |
| 9 (RLIN) |
13459 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Business communication & presentation |
| Source of heading or term |
thema |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Zook, Ze, |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |