Marketing Communications,3rd Edition

Overview

First published in 1993, "Marketing Communications" is firmly established as an international bestseller. P R Smith's contribution to the acceptance and understanding of an integrated approach to marketing communications is now universally recognized. Both marketing professionals and students alike have benefited from his pragmatic and original approach. Indeed, it is included on the Marketing Society's prestigious list of marketing classics. This latest edition has been thoroughly updated and revised. New short ...

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Overview

First published in 1993, "Marketing Communications" is firmly established as an international bestseller. P R Smith's contribution to the acceptance and understanding of an integrated approach to marketing communications is now universally recognized. Both marketing professionals and students alike have benefited from his pragmatic and original approach. Indeed, it is included on the Marketing Society's prestigious list of marketing classics. 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 major features of this third edition are:
• A new e-marketing chapter;
• 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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Product Details

  • ISBN-13: 9780749436698
  • Publisher: Kogan Page, Ltd.
  • Publication date: 1/1/2002
  • Edition description: 3RD
  • Edition number: 3
  • Pages: 640
  • Product dimensions: 7.32 (w) x 9.72 (h) x 1.47 (d)

Meet the Author

Smith is firmly established as one of Europe's leading marketing authors and is now a senior examiner for the CIM's new eMarketing Award.

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Table of Contents

Foreword
Acknowledgements
How to use this book
Pt. 1 The Background to the Communications Process
1 Marketing and the integrated communications mix 3
2 The marketing communications plan 29
3 Communications theory 69
4 Buying behaviour 87
5 Understanding markets - market research 119
6 Understanding agencies - agency relationships 153
7 Understanding the media 181
8 The changing communications environment 205
9 International marketing communications 235
Pt. 2 The Marketing Communication Tools
10 Selling and sales management 275
11 Advertising 297
12 Sales promotions 337
13 Direct marketing 363
14 Publicity and public relations 415
15 Sponsorship 451
16 Exhibitions 473
17 Packaging 509
18 Merchandising 541
19 Word of mouth 555
20 E-marketing 579
21 Corporate identity 603
Index 629
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