Integrated marketing communications :
Yeshin, Tony.
Integrated marketing communications : the holistic approach / Tony Yeshin. - Oxford ; Boston : Butterworth Heinemann, 1998. - xi, 354 p. : ill. ; 25 cm.
"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.
0750619236
9780750619233
Communication in marketing.
HF5415.123 / .Y468
Integrated marketing communications : the holistic approach / Tony Yeshin. - Oxford ; Boston : Butterworth Heinemann, 1998. - xi, 354 p. : ill. ; 25 cm.
"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.
0750619236
9780750619233
Communication in marketing.
HF5415.123 / .Y468