000			02131nam a2200241 a 4500
001			vtls000001896
003			VRT
005			20250102223155.0
008			081111s1998 enk | 000 0 eng d
020			_a0749426993
039		9	_a201402040055 _bVLOAD _c201005191057 _dmalmash _c200811121303 _dvenkatrajand _c200811111453 _dmusallam _y200811111451 _zmusallam
050			_aHf5415.123 1993
100	1		_aSmith, P. R. _q(Paul Russell), _d1957- _918208
245	1	0	_aMarketing Communications : _bAn Integrated Approach / _cP.R. Smith.
250			_a2nd ed.
260			_aLondon : _bKogan Page, _c1998.
300			_axvi, 602 p. ; _c24 cm.
503			_aPrevious ed.: 1993.
505			_aPart 1 Background to the communications process: the marketing communications mix; the marketing communications plan; theories of communication; buyer behaviour theory; understanding markets - market research; understanding agencies - agency relationships; understanding the media; the changing communications environment; international marketing communications. Part 2 The marketing communication tools: selling and sales management; advertising; sales promotion; direct marketing; publicity and public relations; sponsorship; exhibitions; corporate identity and corporate image; packaging; merchandising; word of mouth.
520			_aThis work provides a comprehensive framework within which students and practitioners can understand the individual elements of the communications marketing mix, and their collective combination. The first part helps readers to write their own marketing communications plan, consider the international implications, and understand the fundamental theories of communication and buyer behaviour. The second section deals with the communications tools such as sales promotion, packaging, direct marketing and so on. This work includes visuals, practical tips and short case studies, and examples show successful solutions created by organizations in both industrial and consumer markets. This is a recommended text for CIM's Advanced Level Diploma.
650		0	_aCommunication in marketing _91273
942			_2lcc _n0 _cBK
999			_c7022 _d7022