Smith, a marketing consultant, business author, and speaker, and Zook, an integrated-marketing author, lecturer, producer, and consultant, survey marketing communication theories and tools,
including branding, customer relationship management, buyer behavior, communications theory, how information reduces risk, how to work with agencies and consultancies, understanding the media,
the changing business environment, international marketing, how to write a marketing communications plan, selling and sales management, advertising, public relations, sponsorship, sales
promotion, direct mail, exhibitions, packaging, and websites and social media. Case studies are incorporated. This edition includes discussion of owned, earned, and paid media; location-based
marketing; mobile marketing; mobile-friendly websites; augmented reality; marketing automation; programmatic advertising; and analytics and big data. Annotation ©2016 Ringgold, Inc., Portland,
OR (protoview.com)
