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Marketing communications : an integrated approach / P R Smith & Jonathan Taylor.

By: Contributor(s): Material type: TextTextPublication details: London ; Sterling, VA : Kogan Page, 2004.Edition: 4th edDescription: xvi, 696 p. : ill. ; 25 cmISBN:
  • 0749442654
Subject(s): DDC classification:
  • 658.802 SMI
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 39002100367987
Standard Loan Moylish Library Main Collection 658.802 SMI (Browse shelf(Opens below)) 1 Available 39002000377318

Enhanced descriptions from Syndetics:

Marketing Communications rapidly established itself as an international best-seller and has been listed as a "marketing classic" by the Marketing Society and as a "marketing major" by the Chartered Institute of Marketing. The book is recommended reading for the CIM's Marketing Communications module in the new Professional Diploma in Marketing. The authors' real business understanding of marketing communications is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC® Planning System is applied throughout the book.This latest edition has been completely updated with new cases, statistics and communications techniques, fresh "shock" stories and a new "e" theme on each communication tool. New illustrations and full-colour photographs all combine to bring the book right up to date with the current international business scene.A free CD-ROM containing video clips of some of the world's leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request.

Includes bibliographical references and index.

Table of contents provided by Syndetics

  • Foreword (p. vii)
  • Acknowledgements (p. ix)
  • How to use this book (p. xiii)
  • Part 1 The Background to the Communications Process
  • 1. Marketing and the integrated communications mix (p. 3)
  • 2. The marketing communications plan (p. 31)
  • 3. Communications theory (p. 71)
  • 4. Buying behaviour (p. 89)
  • 5. Understanding markets--market research (p. 123)
  • 6. Understanding agencies--agency relationships (p. 161)
  • 7. Understanding the media (p. 189)
  • 8. The changing communications environment (p. 215)
  • 9. International marketing communications (p. 249)
  • Part 2 The Marketing Communication Tools
  • 10. Selling and sales management (p. 289)
  • 11. Advertising (p. 311)
  • 12. Sales promotions (p. 355)
  • 13. Direct marketing (p. 385)
  • 14. Publicity and public relations (p. 443)
  • 15. Sponsorship (p. 481)
  • 16. Exhibitions (p. 503)
  • 17. Packaging (p. 541)
  • 18. Merchandising (p. 575)
  • 19. Word of mouth (p. 589)
  • 20. e-Marketing (p. 619)
  • 21. Corporate identity (p. 653)
  • Index (p. 685)

Author notes provided by Syndetics

PR Smith is now a senior examiner for the CIM's new eMarketing Award. The MD of Multimedia Marketing.Com, he is much sought after as an international speaker and contributor to the marketing press
Jonathan Taylor lectures in marketing at London Metropolitan University and is Chairman of Visionpoint

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