| 000 | 01047nam a2200169Ia 4500 | ||
|---|---|---|---|
| 999 |
_c4034 _d4034 |
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| 020 | _a0749426993 | ||
| 041 | _aENG | ||
| 082 |
_a658.8 _bSMI |
||
| 100 | _aSmith, P. R. | ||
| 245 | 0 |
_aMarketing Communications : _ban integrated approach / _cP.R. Smith |
|
| 250 | _a2nd ed. | ||
| 260 |
_aLondon : _bKogan Page, _c1998. |
||
| 300 |
_axvi, 602 p. _bDiagramme |
||
| 505 | _aPart 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. | ||
| 650 | _aIntegriertes Management | ||
| 942 |
_cBK _2ddc |
||