Marketing Communications : An Integrated Approach / P R Smith with Jonathan Taylor.
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TextPublication details: London ; Milford, CT : Kogan Page, 2002.Edition: 3rd edDescription: xvi, 640 p. : ill. ; 25 cmISBN: - 0749436697 (pbk.)
- HF5415.123 .S624 2002
| Item type | Current library | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|
| Books | Library First Floor | HF5415.123 .S624 2002 (Browse shelf(Opens below)) | 1 | Available | 1319 | |
| Books | Library First Floor | HF5415.123 .S624 2002 (Browse shelf(Opens below)) | 2 | Available | 2544 | |
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| HF5415.123 .S54 2003 Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications / | HF5415.123 .S624 2002 Marketing Communications : An Integrated Approach / | HF5415.123 .S624 2002 Marketing Communications : An Integrated Approach / | HF5415.123 .S624 2002 Marketing Communications : An Integrated Approach / | HF5415.123 .S624 2002 Marketing Communications : An Integrated Approach / | HF5415.123 .Y333 2001 Creative Marketing Communications : A Practical Guide to Planning, Skills and Techniques / | HF5415.126 .A24 2017 التسويق المباشر / |
Includes bibliographical references (p. 628) and index.
Foreword Acknowledgements How to use this book PART 1 THE BACKGROUND TO THE COMMUNICATIONS PROCESS 1. Marketing and the integrated communications mix 2. The marketing communications plan 3. Communications theory 4. Buying behaviour 5. Understanding markets - market research 6. Understanding agencies - agency relationships 7. Understanding the media 8. The changing communications environment 9. International marketing communications PART 2 THE MARKETING COMMUNICATION TOOLS 10. Selling and sales management 11. Advertising 12. Sales promotions 13. Direct marketing 14. Publicity and public relations 15. Sponsorship 16. Exhibitions 17. Packaging 18. Merchandising 19. Word of mouth 20. E-marketing 21. Corporate identity Index
First published in 1993, this latest edition has been thoroughly updated and revised. New short cases, statistics and communications techniques, updated shock stories, fresh illustrations and photographs all combine to bring the book right up to date with the current international business scene. In this edition, Jonathan Taylor has worked as a contributor to bring fresh insight, drawing on his high-profile ad agency experience. New features of this third edition are: fresh content to meet the needs of the new CIM syllabus; a new e-marketing chapter; and online lecture support materials in the form of pre-prepared PowerPoint lectures. Maintaining the lively style of previous editions, this new edition is packed with visuals, practical tips and useful insights. The cases and examples are drawn from a diverse range of organizations and show successful solutions in action.
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