Smith, P. R. <br/><br/>
Marketing Communications :  an integrated approach / 
P.R. Smith 
 - 2nd ed. 
 - London :  Kogan Page,  1998. 
 - xvi, 602 p.  Diagramme 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0749426993 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Integriertes Management
<br/><br/><label>Dewey Class. No.: </label>658.8  / SMI