Marketing communications : an integrated approach / P R Smith & Jonathan Taylor.
Material type: TextPublication details: London ; Sterling, VA : Kogan Page, 1993.Edition: 2nd edDescription: xvi, 602 p. : ill. ; 25 cmISBN:- 0749442654
- 658.8/02 22
- HF5415.123 .S65 2004
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Books | University of Sargodha-Central Library | 659.36 SMM (Browse shelf(Opens below)) | Available | 50795 |
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.
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