Marketing communications : an integrated approach (Book, 2004) [WorldCat.org]
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Marketing communications : an integrated approach

Author: P R Smith; Jonathan Taylor
Publisher: London ; Sterling, VA : Kogan Page, 2004.
Edition/Format:   Print book : English : 4th edView all editions and formats
Summary:
This new edition is up-to-the minute with the latest marketing buzz, with revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: P R Smith; Jonathan Taylor
ISBN: 0749442654 9780749442651
OCLC Number: 54805978
Description: xvi, 696 pages : illustrations ; 25 cm
Contents: Marketing and the integrated communications mix --
The marketing communications plan --
Communications theory --
Buying behaviour --
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 --
Packaging --
Merchandising --
Word of mouth --
E-marketing --
Corporate identity.
Responsibility: P R Smith & Jonathan Taylor.
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Abstract:

This new edition is up-to-the minute with the latest marketing buzz, with revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now  Read more...

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"Presents an integrated approach to marketing communications, whereby all the various elements of promotion are analyzed, planned, and implemented in a coordinated and effective manner." Journal of Read more...

 
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