Marketing communications : an integrated approach /

Smith, P. R.

Marketing communications : an integrated approach / - 3rd ed. - London Kogan Page, 2002. - xvi, 640 p. : ill. ; 25 cm.

Includes bibliographical references and index.

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.

0749436697

HF5415.122 / .Sm6 2002

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