01326pamaa2200241 4500 0000050708 20140922090000.0 120926s2011 eng 9780749461935 (pbk.) HF5415.123 SMI 2011 Smith Marketing communications : integrating offline and online with social media PR Smith & Ze Zook. 5th ed. Philadelphia, PA: Kogan Page, 2011. xviii, 483 p.; 25 cm. Includes index BMAUH BATUH BBDUH New marketing communications -- Branding -- Customer relationship management -- Customer psychology/ buyer behaviour -- Customer communications theory -- Marketing communications research -- Media buying and planning -- Marketing communications agencies -- International marketing communications -- Marketing communications plan -- Marketing communications laws and regulations -- Communications tools -- Selling and sales management -- Advertising -- Pr (including viral marketing) -- Sponsorship -- Sales promotions -- Direct mail -- Exhibitions and conferences -- Merchandising and pos -- Packaging -- Websites and social media Communication in marketing Zook, Ze www.kogan-page.co.uk