Marketing Communications: An Integrated Approach

Smith, an author, speaker, and marketing consultant who is associated with an online provider of marketing courses, and Zook, a lecturer, media producer, and photographer who specializes in the creative industries and teaches marketing communications and consumer psychology at London Metropolitan U., UK, explore all aspects of marketing communications, such as advertising, public relations, sponsorship, direct selling, and background topics and theories on customer relationship management, buyer behavior, and communications theory. This edition has been updated with new forms of communications and a new theme of creativity; has new chapters on branding, relationship marketing, and social media and websites; and integrates online and offline tools. There are new mini cases and new sections on key account management, rational emotional dichotomy, and new UK laws and regulations and emerging ethics. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)