Marketing communications : an integrated approach
P R Smith & Jonathan Taylor
| Year of publication: |
2004 ; 4. ed.
|
|---|---|
| Authors: | Smith, Paul R. ; Taylor, Jonathan |
| Publisher: |
London [u.a.] : Kogan Page |
| Subject: | Marketingmanagement | Marketing management | Kommunikation | Communication | USA | United States | Marketing |
| Description of contents: | Table of Contents [gbv.de] ; Description [loc.gov] |
| Extent: | XVI, 696 S graph. Darst 25 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references 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 |
| ISBN: | 0-7494-4265-4 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10001981934