TY  - BOOK
AU  - Yeshin,Tony
ED  - Chartered Institute of Marketing.
TI  - Integrated marketing communications: the holistic approach 
SN  - 0750619236
SN  - 978075061
AV  - HF5415.123 .Y468 
PY  - 1998///
CY  - Oxford, Boston
PB  - Butterworth Heinemann
KW  - Communication in marketing
N1  - "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
ER  -