gogogo
Syndetics cover image
Image from Syndetics

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

By: Material type: TextTextPublication details: London ; Dover, NH : Kogan Page, 1993.Edition: 2nd edDescription: xvi, 602 p. : ill. ; 24 cmISBN:
  • 0749426993
Subject(s): DDC classification:
  • 658.802 SMI
Contents:
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.
Holdings
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.

Powered by Koha