TY  - BOOK
AU  - Smith, P. R.
TI  - Marketing Communications: an integrated approach 
SN  - 0749426993
U1  - 658.8 
PY  - 1998///
CY  - London
PB  - Kogan Page
KW  - Integriertes Management
N1  - 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
ER  -