Smith, P. R. (Paul Russell) creator Taylor, Jonathan. text bibliography enk London Milford, CT Kogan Page 2002 3rd ed. monographic eng

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xvi, 640 p. : ill. ; 25 cm. 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. P. R. Smith and Jonathan Taylor. Includes bibliographical references (p. 628) and index. Communication in marketing HF5415.123.S65 0749436697 (pbk.) DLC 041230 20210414113944.0 13828562