Marketing communications : an integrated approach / P R Smith with Jonathan Taylor.

By:

Smith, P. R. (Paul Russell), 1957-

Contributor(s):

Taylor, Jonathan, 1956-

Publication details: London ; Milford, CT : Kogan Page, 2002.Edition: 3rd edDescription: xvi, 640 p. : ill. ; 25 cmISBN:

0749436697 (pbk.)

Subject(s):

Communication in marketing

LOC classification:

HF5415.123.S65 2002

Contents:

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.

Reviews from LibraryThing.com:

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
BOOK	Strathmore University (Main Library) Open Shelf	BOOK	HF5415.123.S65 2002	Available		79821

Total holds: 0

Includes bibliographical references (p. 628) and index.

Part 1.The background to the communications process;
Part 2.The marketing communication tools.

There are no comments on this title.

to post a comment.

here