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_aHF5415.123 _b.S65 2004 |
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| 100 | 1 |
_aSmith, P. R. _q(Paul Russell), _d1957- |
|
| 245 | 1 | 0 |
_aMarketing communications : _ban integrated approach / _cP R Smith & Jonathan Taylor. |
| 250 | _a4th ed. | ||
| 260 |
_aLondon ; _aSterling, VA : _bKogan Page, _c2004. |
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| 300 |
_axvi, 696 p. : _bill. ; _c25 cm. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aMarketing 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. | |
| 650 | 0 | _aCommunication in marketing. | |
| 650 | 1 | 7 |
_aMarketing. _2gtt |
| 650 | 6 | _aCommunication en marketing. | |
| 700 | 1 |
_aTaylor, Jonathan, _d1956- |
|
| 856 | 4 | 1 |
_3Table of contents _uhttp://www.loc.gov/catdir/toc/ecip0416/2004006939.html |
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