Marketing Communications : an integrated approach / P.R. Smith

By:

Smith, P. R

Material type: Text

TextLanguage: English Publication details: London : Kogan Page, 1998.Edition: 2nd edDescription: xvi, 602 p. DiagrammeISBN:

0749426993

Subject(s):

Integriertes Management

DDC classification:

658.8 SMI

Contents:

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.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.8 SMI (Browse shelf(Opens below))	Available		29891

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Marketing Communications : an integrated approach / P.R. Smith

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