Blythe, Jim. <br/><br/>
Essentials of marketing communications / 
Jim Blythe. 
 - 3rd ed. 
 - Harlow, England :  FT / Prentice Hall,  2006. 
 - xii, 332 p. :  ill. ;  25 cm. 
<br/><br/> Rev. ed. of: Essentials of marketing. 2nd ed. 2001. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>1. Theories of communication - 2. The communications mix - 3. Print media advertising - 4. Active media: TV, radio and cinema - 5. Outdoor advertising - 6. Public relations and corporate image - 7. Branding, packaging and merchandising - 8. Managing exhibitions and trade events - 9. Direct and database marketing - 10. Sales promotion - 11. Personal selling and sales management - 12. Twenty-first century marketing communications. 
<br/><br/><label>ISBN: </label>027370205X (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8  / BLY