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

By: Smith, P. R. (Paul Russell), 1957-.
Contributor(s): Taylor, Jonathan, 1956-.
Publisher: London : Kogan Page, 2004Edition: 4th ed.Description: xvi, 696 p. : ill. ; 25 cm.ISBN: 0749442654.Subject(s): Communication in marketingDDC classification: 658.802
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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 2, Shelf 2 , Side 1, TierNo 3, BayNo 1

658.802 SMI (Browse shelf) 1 Available SOMAC,37003,03,AD 5000025762

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.