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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.
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Item type Location Call number Status Date due
Books 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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