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Marketing Communications: An Integrated Approach / Edition 4
     

Marketing Communications: An Integrated Approach / Edition 4

by Paul Russell Smith, Jonathan Taylor
 

ISBN-10: 0749442654

ISBN-13: 9780749442651

Pub. Date: 07/28/2004

Publisher: Kogan Page, Ltd.

* Brand new edition of a best-selling textbook

Overview

* Brand new edition of a best-selling textbook

Product Details

ISBN-13:
9780749442651
Publisher:
Kogan Page, Ltd.
Publication date:
07/28/2004
Edition description:
4th ed.
Pages:
696
Product dimensions:
7.31(w) x 9.77(h) x 1.62(d)

Table of Contents

Forewordvii
Acknowledgementsix
How to use this bookxiii
Part 1The Background to the Communications Process
1.Marketing and the integrated communications mix3
2.The marketing communications plan31
3.Communications theory71
4.Buying behaviour89
5.Understanding markets--market research123
6.Understanding agencies--agency relationships161
7.Understanding the media189
8.The changing communications environment215
9.International marketing communications249
Part 2The Marketing Communication Tools
10.Selling and sales management289
11.Advertising311
12.Sales promotions355
13.Direct marketing385
14.Publicity and public relations443
15.Sponsorship481
16.Exhibitions503
17.Packaging541
18.Merchandising575
19.Word of mouth589
20.e-Marketing619
21.Corporate identity653
Index685

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