Smith, P. R.  1957- <br/><br/>
Marketing communications :  an integrated approach / 
P R Smith & Jonathan Taylor. 
 - 4th ed. 
 - London ;  Sterling, VA :  Kogan Page,  2004. 
 - xvi, 696 p. :  ill. ;  25 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0749442654 9780749442651 
<br/><br/><label>LCCN: </label>2004006939 
<br/><br/><label>Nat. Bib. No.: </label>GBA4X7626  bnb 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>012873475  Uk 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.<br/>Marketing.<br/>Communication en marketing.
<br/><br/><label>LC Class. No.: </label>HF5415.123  / .S65 2004 
<br/><br/><label>Dewey Class. No.: </label>658.8/02