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

By: Contributor(s): Material type: TextTextPublication details: London ; Sterling, VA : Kogan Page, 2004.Edition: 4th edDescription: xvi, 696 p. : ill. ; 25 cmISBN:
  • 0749442654
  • 9780749442651
Subject(s): DDC classification:
  • 658.8/02 22
LOC classification:
  • HF5415.123 .S65 2004
Other classification:
  • 85.40
Online resources:
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.
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Holdings
Item type Current library Collection Call number Status Barcode
General Collection Main Campus Library General Stacks HF5415.123.S652004 (Browse shelf(Opens below)) Available 20096958
General Collection Main Campus Library General Stacks HF5415.123.S652004 (Browse shelf(Opens below)) Available 20096710
General Collection Sotik Campus Library General Stacks Non-fiction HF5415.123 .S65 2004 (Browse shelf(Opens below)) Available 20096957
General Collection Town Campus Library General Stacks Non-fiction HF5415.123 .S65 2004 (Browse shelf(Opens below)) Available 20096959
General Collection Town Campus Library Non-fiction HF5415.123 .S65 2004 (Browse shelf(Opens below)) Available 20096956
General Collection Town Campus Library Non-fiction HF5415.123 .S65 2004 (Browse shelf(Opens below)) Available 20096737
Browsing Town Campus Library shelves, Shelving location: General Stacks, Collection: Non-fiction Close shelf browser (Hides shelf browser)
HF 5415.S25 2009 Marketing Simplified HF5415.S33 2004 Consumer behavior / HF5415.123.F552005 Marketing communications : HF5415.123 .S65 2004 Marketing communications : HF 5415.125 .C73 1980 Marketing Decision making HF5415.2 .H288 2006 Handbook of qualitative research methods in marketing / HF5415.2.M29 2010 Marketing research :

Includes bibliographical references 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.

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