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Marketing communications : an integrated approach / P R Smith & Jonathan Taylor

By: Contributor(s): Material type: TextTextPublication details: London : Sterling (VA) : Kogan Page, 2004Edition: 4th editionDescription: 696 p. : il. ; 25cmISBN:
  • 0749442654
  • 9780749442651
Subject(s): DDC classification:
  • 658.8/02 22
LOC classification:
  • HF5415.123 .S65 2004
Online resources:
Contents:
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
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Holdings
Item type Current library Collection Call number Vol info Status Date due Barcode
Llibre_M IED Barcelona Sala Marketing de la Moda - Fashion Marketing R3.01 Smi (Browse shelf(Opens below)) Núm.4th ed. Available 2019-0766

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

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