000			01491cam a22002414a 4500
001			13828562
005			20210414113944.0
008			041230s2002 enka b 001 0 eng
020			_a0749436697 (pbk.)
040			_aDLC _cDLC _dDLC
050	0	0	_aHF5415.123.S65 _b
100	1		_aSmith, P. R. _q(Paul Russell),
245	1	0	_aMarketing communications : an integrated approach. / _cP. R. Smith and Jonathan Taylor.
250			_a3rd ed.
260			_aLondon : _aMilford, CT : _bKogan Page, _c2002.
300			_axvi, 640 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references (p. 628) and index.
505	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.
650		0	_aCommunication in marketing.
700	1		_aTaylor, Jonathan.
942			_2lcc _cBK
999			_c958 _d8458