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

By:

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

Contributor(s):

Taylor, Jonathan, 1956-

Material type: Text

TextPublication 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:

Table of contents

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

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Previous	HF5415.123 .S54 2003 Advertising, promotion & supplemental aspects of integrated marketing communications /	HF 5415.123 .S54 2007 Integrated Marketing Communications in Advertising and Promotion	HF5415.123.S652004 Marketing communications :	HF5415.123.S652004 Marketing communications :	HF5415 .125 D7 2001 Strategic marketing :	HF 5415.125 .P755 2008 Destination marketing /	HF5415.1255 .B76 2016 Brands and branding /	Next

Includes bibliographical references and index.

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