Smith, P. R. 1957-
Marketing communications : an integrated approach / P R Smith & Jonathan Taylor. - 4th ed. - London ; Sterling, VA : Kogan Page, 2004. - xvi, 696 p. : ill. ; 25 cm.
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.
0749442654
2004006939
Communication in marketing.
HF5415.123 / .S65 2004
658.8/02
Marketing communications : an integrated approach / P R Smith & Jonathan Taylor. - 4th ed. - London ; Sterling, VA : Kogan Page, 2004. - xvi, 696 p. : ill. ; 25 cm.
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.
0749442654
2004006939
Communication in marketing.
HF5415.123 / .S65 2004
658.8/02