Marketing communications : an integrated approach /

By: Smith, P. RContributor(s): Taylor, JonathanMaterial type: TextTextPublication details: London Kogan Page, 2002Edition: 3rd edDescription: xvi, 640 p. : ill. ; 25 cmISBN: 0749436697 LOC classification: HF5415.122 | .Sm6 2002
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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
ATU Book ATU Book SCHOOL OF BUSNESS AND MANAGEMENT LIBRARY - ACCRA TECHNICAL UNIVERSITY
General Stacks 		HF5415.122 .Sm6 2002 (Browse shelf(Opens below)) c1 Available 0000014107
ATU Book ATU Book SCHOOL OF BUSNESS AND MANAGEMENT LIBRARY - ACCRA TECHNICAL UNIVERSITY
General Stacks 		HF5415.122 .Sm6 2002 (Browse shelf(Opens below)) c2 Available 0000014171
ATU Book ATU Book SCHOOL OF BUSNESS AND MANAGEMENT LIBRARY - ACCRA TECHNICAL UNIVERSITY
General Stacks 		HF5415.122 .Sm6 2002 (Browse shelf(Opens below)) c3 Available 0000014445
ATU Book ATU Book SCHOOL OF BUSNESS AND MANAGEMENT LIBRARY - ACCRA TECHNICAL UNIVERSITY
General Stacks 		HF5415.122 .Sm6 2002 (Browse shelf(Opens below)) c5 Available 0000013552
Total holds: 0

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.

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