Smith, P. R.
Marketing communications : - 3rd ed. - London ; Milford, CT : Kogan Page, 2002. - xvi, 640 p. : ill. ;
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 (pbk.)
Communication in marketing.
HF5415.123
Marketing communications : - 3rd ed. - London ; Milford, CT : Kogan Page, 2002. - xvi, 640 p. : ill. ;
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 (pbk.)
Communication in marketing.
HF5415.123
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