000			01588cam a22003014a 4500
001			13828562
003			KE-NaKCAU
005			20121025125205.0
008			041230s2002 enka b 001 0 eng
010			_a 2004275524
020			_a0749436697 (pbk.)
040			_aDLC _cKE-NaKCAU
042			_apcc
050	0	0	_aHF5415.123 _b.S65 2002
082	0	0	_a658.8/02 _222
100	1		_aSmith, P. R. _q(Paul Russell), _d1957- _98664
245	1	0	_aMarketing communications : _ban integrated approach / _cP R Smith with 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		_aMarketing 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.
650		0	_aCommunication in marketing. _9961
700	1		_aTaylor, Jonathan, _d1956- _98665
906			_a7 _bcbc _corigcop _d2 _encip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c5758 _d5758