01338cam a22002054a 45000010009000000050017000090080041000260200022000670400018000890500022001071000034001292450091001632500012002542600048002663000034003145040060003485050670004086500032010787000022011101382856220210414113944.0041230s2002    enka     b    001 0 eng    a0749436697 (pbk.)  aDLCcDLCdDLC00aHF5415.123.S65b 1 aSmith, P. R.q(Paul Russell),10aMarketing communications : an integrated approach. /cP. R. Smith and Jonathan Taylor.  a3rd ed.  aLondon :aMilford, CT :bKogan Page,c2002.  axvi, 640 p. :bill. ;c25 cm.  aIncludes bibliographical references (p. 628) and index.0 a Contents: The Background to the communications process -- 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 -- The Marketing communication tools -- Selling and sales management -- Advertising -- Sales promotions -- Direct marketing -- Publicity and public relations -- Sponsorship -- Exhibitions -- Packaging -- Merchandising -- Word of mouth -- E-marketing -- Corporate identity. 0aCommunication in marketing.1 aTaylor, Jonathan.