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

By: Contributor(s): Material type: TextTextPublication details: London ; Sterling, VA : Kogan Page, 2004.Edition: 4th edDescription: xvi, 696 p. : ill. ; 25 cmISBN:
  • 0749442654
Subject(s): DDC classification:
  • 658.8/02 22
LOC classification:
  • HF 5415.123 .S65 2004
Online resources:
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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Holdings
Item type Current library Call number Status Barcode
Loan Margaret Thatcher Library First Floor HF 5415.123 .S65 2004 (Browse shelf(Opens below)) Available 20059735

Includes bibliographical references and 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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