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008			081111s2002 enka |b 001 0 eng
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039		9	_a201412031140 _balawaid _c201402040055 _dVLOAD _c201004101025 _dmalmash _c200811121253 _dvenkatrajand _y200811111411 _zmusallam
050	0	0	_aHF5415.123 _b.S624 2002
100	1		_aSmith, P. R. _q(Paul Russell), _d1957- _918208
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		_aForeword 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
520			_aFirst 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.
650		0	_aCommunication in marketing. _91273
942			_2lcc _n0 _cBK
999			_c16835 _d16835