Smith, P. R. <br/><br/>
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. 
<br/><br/>Includes bibliographical references (p. 628) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0749436697 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF5415.123.S65  /