Marketing communications : an integrated approach / P R Smith with Jonathan Taylor.
Material type:
TextPublication details: London ; Milford, CT : Kogan Page, 2002.Edition: 3rd edDescription: xvi, 640 p. : ill. ; 25 cmISBN: - 0749436697 (pbk.)
- 658.8/02 22
- HF5415.123 .S65 2002
| Item type | Current library | Collection | Call number | Vol info | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Main Long
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Martin Oduor-Otieno Library This item is located on the library first floor | Non-fiction | HF5415.123 .S65 2002 (Browse shelf(Opens below)) | 12418/07 | Available | Z00004393 |
Includes bibliographical references (p. 628) and index.
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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