TY  - BOOK
AU  - Smith,P.R.
AU  - Taylor,Jonathan
TI  - Marketing communications : an integrated approach.
SN  - 0749436697 (pbk.)
AV  - HF5415.123.S65  
PY  - 2002///
CY  - London, Milford, CT
PB  - Kogan Page
KW  - Communication in marketing
N1  - 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
ER  -