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Marketing Communications An Integrated Approach

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ISBN-10: 0749442654

ISBN-13: 9780749442651

Edition: 4th 2004 (Revised)

Authors: Paul R. Smith, Jonathan Taylor

List price: $59.95
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Description:

* Brand new edition of a best-selling textbook* Completely updated with lots of new cases, statistics, new communications techniques, fresh "shock" stories and new "internet impact" section on each communication tool* Most comprehensive, real-world "markcomms" book available* New tutor support: a rich CD containing videos, pictures, documents and pre-prepared Power Point Lectures to bring classes to life"I commend to the reader this (integrated) approach to marketing communications, whether they be a student getting to grips with the subject or a practitioner with a limited promotional budget." -- Jorian Murray, Managing Director, DDB London:The authors bring to this book a valuable blend…    
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Book details

List price: $59.95
Edition: 4th
Copyright year: 2004
Publisher: Kogan Page, Limited
Publication date: 7/28/2004
Binding: Paperback
Pages: 704
Size: 7.50" wide x 9.75" long x 2.00" tall
Weight: 3.850
Language: English

Foreword
Acknowledgements
How to use this book
The Background to the Communications Process
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
The Marketing Communication Tools
Selling and sales management
Advertising
Sales promotions
Direct marketing
Publicity and public relations
Sponsorship
Exhibitions
Packaging
Merchandising
Word of mouth
e-Marketing
Corporate identity
Index