Smith, P. R.
Marketing communications : an integrated approach. / P. R. Smith and Jonathan Taylor. - 3rd ed. - London : Milford, CT : Kogan Page, 2002. - xvi, 640 p. : ill. ; 25 cm.
Includes bibliographical references (p. 628) and index.
Contents: The Background to the communications process -- 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 -- The Marketing communication tools -- Selling and sales management -- Advertising -- Sales promotions -- Direct marketing -- Publicity and public relations -- Sponsorship -- Exhibitions -- Packaging -- Merchandising -- Word of mouth -- E-marketing -- Corporate identity.
0749436697 (pbk.)
Communication in marketing.
HF5415.123.S65 /
Marketing communications : an integrated approach. / P. R. Smith and Jonathan Taylor. - 3rd ed. - London : Milford, CT : Kogan Page, 2002. - xvi, 640 p. : ill. ; 25 cm.
Includes bibliographical references (p. 628) and index.
Contents: The Background to the communications process -- 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 -- The Marketing communication tools -- Selling and sales management -- Advertising -- Sales promotions -- Direct marketing -- Publicity and public relations -- Sponsorship -- Exhibitions -- Packaging -- Merchandising -- Word of mouth -- E-marketing -- Corporate identity.
0749436697 (pbk.)
Communication in marketing.
HF5415.123.S65 /