Marketing communications : an integrated approach / P R Smith & Jonathan Taylor
Material type: TextPublication details: London : Sterling (VA) : Kogan Page, 2004Edition: 4th editionDescription: 696 p. : il. ; 25cmISBN:- 0749442654
- 9780749442651
- 658.8/02 22
- HF5415.123 .S65 2004
Item type | Current library | Collection | Call number | Vol info | Status | Date due | Barcode |
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Llibre_M | IED Barcelona Sala | Marketing de la Moda - Fashion Marketing | R3.01 Smi (Browse shelf(Opens below)) | Núm.4th ed. | Available | 2019-0766 |
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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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