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Marketing communications : an integrated approach / P R Smith with Jonathan Taylor.

By: Contributor(s): Material type: TextPublication details: London ; Milford, CT : Kogan Page, 2002.Edition: 3rd edDescription: xvi, 640 p. : ill. ; 25 cmISBN:
  • 0749436697 (pbk.)
ISSN:
  • 9780749436698
Subject(s): LOC classification:
  • HF5415.123 .S65
Contents:
Marketing and the integrated communications mix -- The marketing communications plan -- Communications theory -- Buying behaviour -- Understanding markets - market research -- Understanding agencies - agency relationships -- Understanding the media -- The changing communications environment -- International marketing communications -- Selling and sales management -- Advertising -- Sales promotions -- Direct marketing -- Publicity and public relations -- Sponsorship -- Exhibitions -- Packaging -- Merchandising -- Word of mouth -- E-marketing -- Corporate identity.
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Books Methodist University Library Main General Stacks Reference HF5415.123 .S65 (Browse shelf(Opens below)) Available 23562

Includes index

Marketing and the integrated communications mix -- The marketing communications plan -- Communications theory -- Buying behaviour -- Understanding markets - market research -- Understanding agencies - agency relationships -- Understanding the media -- The changing communications environment -- International marketing communications -- Selling and sales management -- Advertising -- Sales promotions -- Direct marketing -- Publicity and public relations -- Sponsorship -- Exhibitions -- Packaging -- Merchandising -- Word of mouth -- E-marketing -- Corporate identity.

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