TY - BOOK AU - Smith, P. R. AU - Taylor, Jonathan, TI - Marketing communications: an integrated approach SN - 0749426993 AV - HF5415.123 .S65 1993 U1 - 658.8/02 22 PY - 1993/// CY - London, Milford, CT PB - Kogan Page KW - Communication in marketing N1 - 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 ER -