01491cam a22002414a 4500 13828562 20210414113944.0 041230s2002 enka b 001 0 eng 0749436697 (pbk.) DLC DLC DLC HF5415.123.S65 Smith, P. R. (Paul Russell), Marketing communications : an integrated approach. / P. R. Smith and Jonathan Taylor. 3rd ed. London : Milford, CT : Kogan Page, 2002. xvi, 640 p. : ill. ; 25 cm. Includes bibliographical references (p. 628) and index. 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. Communication in marketing. Taylor, Jonathan. lcc BK 958 8458 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-23 0 HF5415.123.S65 2280/12 2012-05-23 00:00:00 1 2012-05-23 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-23 0 HF5415.123.S651 2281/12 2012-05-23 00:00:00 2 2012-05-23 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-23 0 HF5415.123.S652 2282/12 2012-05-23 00:00:00 3 2012-05-23 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-23 0 HF5415.123.S653 2283/12 2012-05-23 00:00:00 4 2012-05-23 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-23 0 HF5415.123.S654 2284/12 2012-05-23 00:00:00 5 2012-05-23 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-23 0 HF5415.123.S655 2285/12 2012-05-23 00:00:00 6 2012-05-23 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-23 0 HF5415.123.S656 2286/12 2012-05-23 00:00:00 7 2012-05-23 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-23 0 HF5415.123.S657 2287/12 2012-05-23 00:00:00 8 2012-05-23 BK