Marketing communications : an integrated approach / P.R. Smith.
Material type: TextPublication details: London ; Dover, NH : Kogan Page, 1993.Edition: 2nd edDescription: xvi, 602 p. : ill. ; 24 cmISBN:- 0749426993
- 658.802 SMI
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Standard Loan | Moylish Library Main Collection | 658.802 SMI (Browse shelf(Opens below)) | 1 | Available | 39002000220856 | ||
Standard Loan | Moylish Library Main Collection | 658.802 SMI (Browse shelf(Opens below)) | 3 | Available | 39002100347799 |
Enhanced descriptions from Syndetics:
Paul Smith provides a comprehensive framework that will enable practitioners and students alike to better understand both the individual elements of the marketing communication mix and their collective combination.
Includes bibliographical references and index.
Marketing and the integrated communications mix -- The marketing communications plan -- Communication theory -- Buying behavior -- Understanding markets - market research -- Understanding agencies - agency relationships -- Understanding the media -- The changing communications environment -- International marketing communications -- Selling and sales management -- Advertising -- Sales promotions -- Direct marketing -- Publicity and public relations -- Sponsorship -- Exhibitions -- Corporate identity -- Packaging -- Merchandising -- Word of mouth -- The Internet.