Marketing communications : an integrated approach /
by Smith, P. R. (Paul Russell); Taylor, Jonathan.
Publisher: London ; Milford, CT : Kogan Page, 1993Edition: 2nd ed.Description: 602 p. : ill. ; 25 cm.ISBN: 0749426993.Subject(s): Communication in marketing
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.
| Item type | Location | Call number | Status | Date due |
|---|---|---|---|---|
Books
|
Epoka University Library
|
HF 5415.123 .S65 1993 (Browse shelf) | Available |
Includes bibliographical references (p. 628) 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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