Integrated marketing communications : the holistic approach / Tony Yeshin.
Material type:
TextPublication details: Oxford ; Boston : Butterworth Heinemann, 1998.Description: xi, 354 p. : ill. ; 25 cmISBN: - 0750619236
- 9780750619233
- HF5415.123 .Y468
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Methodist University Library Main General Stacks | Reference | HF5415.123 .Y468 (Browse shelf(Opens below)) | Checked out to Kwasi Owusu-Antwi (24869831122) | 12/10/2019 | 4581 |
"Student"--Cover.
"Published in association with The Chartered Institute of Marketing."
1. Marketing communications --
an overview --
2. Understanding the marketplace --
3. Product and service strategies --
4. The integration of marketing communications --
5. Managing the marketing communications mix --
6. Choosing and using marketing communications agencies --
7. Advertising --
8. The development of advertising --
9. Media and media planning --
10. Sales promotion --
11. Direct marketing --
12. Public relations --
13. Sponsorship and product placement --
14. Corporate communications --
15. International marketing communications --
16. Future developments in marketing communications.
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