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DLC
DLC
pcc
HF5415.123
.S65 1993
658.8/02
22
HF 5415.123 .S65 1993
Smith, P. R.
1957-
(Paul Russell),
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.
Communication in marketing.
Taylor, Jonathan,
1956-
7
cbc
origcop
2
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HF 5415.123 .S65 1993
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