Marketing communications : an integrated approach / P R Smith & Jonathan Taylor.
By: Smith, P. R. (Paul Russell).
Contributor(s): Taylor, Jonathan.
Publisher: London : Kogan Page, 2004Edition: 4th ed.Description: xvi, 696 p. : ill. ; 25 cm.ISBN: 0749442654.Subject(s): Communication in marketingDDC classification: 658.802Item 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.