Marketing Communications : an integrated approach /
Smith, P. R.
Marketing Communications : an integrated approach / P.R. Smith - 2nd ed. - London : Kogan Page, 1998. - xvi, 602 p. Diagramme
Part 1 Background to the communications process: the marketing communications mix; the marketing communications plan; theories of communication; buyer behaviour theory; understanding markets - market research; understanding agencies - agency relationships; understanding the media; the changing communications environment; international marketing communications. Part 2 The marketing communication tools: selling and sales management; advertising; sales promotion; direct marketing; publicity and public relations; sponsorship; exhibitions; corporate identity and corporate image; packaging; merchandising; word of mouth.
0749426993
Integriertes Management
658.8 / SMI
Marketing Communications : an integrated approach / P.R. Smith - 2nd ed. - London : Kogan Page, 1998. - xvi, 602 p. Diagramme
Part 1 Background to the communications process: the marketing communications mix; the marketing communications plan; theories of communication; buyer behaviour theory; understanding markets - market research; understanding agencies - agency relationships; understanding the media; the changing communications environment; international marketing communications. Part 2 The marketing communication tools: selling and sales management; advertising; sales promotion; direct marketing; publicity and public relations; sponsorship; exhibitions; corporate identity and corporate image; packaging; merchandising; word of mouth.
0749426993
Integriertes Management
658.8 / SMI
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