Marketing communications :
by Smith, P. R.
Edition statement:3rd ed. Published by : Kogan Page, (London ; | Sterling, VA :) Physical details: xvi, 640 p. : ill. ; 25 cm. ISBN:0749442654.Item type | Current location | Call number | Status | Date due | Barcode |
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University of Sargodha-Central Library | 658.802 SMM (Browse shelf) | Available | 60771 |
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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