000			01172cam a22002174a 4500
003			OSt
005			20210414112735.0
008			041230s2002 enka b 001 0 eng
020			_a0749436697
040			_cATU
050	0	0	_aHF5415.122 _b.Sm6 2002
100	1		_aSmith, P. R. _914976
245	1	0	_aMarketing communications : _ban integrated approach /
250			_a3rd ed.
260			_aLondon _bKogan Page, _c2002.
300			_axvi, 640 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
505	0		_aMarketing 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.
700	1		_aTaylor, Jonathan, _915544
942			_2lcc _cBOOK
999			_c8332 _d8332