Smith, P. R. 1957-

Marketing communications : an integrated approach / P R Smith with Jonathan Taylor. - 2nd ed. - London ; Milford, CT : Kogan Page, 1993. - 602 p. : ill. ; 25 cm.

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.

0749426993


Communication in marketing.

HF5415.123 / .S65 1993

658.8/02

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