Handbook of marketing communications an integrated approach
Smith P R
Handbook of marketing communications an integrated approach - 3 - New Delhi Kogan Page 2003 - "xvi,640p. : ill. ;24.5cm."
includes index
Contents: Part 1: The background to the communications process -- marketing and the integrated communications mix -- the marketing communications plan -- communication theory -- buying behaviour -- understanding markets - market research -- understanding agencies - agency relationships -- understanding the media -- the changing communications environment -- international marketing communications -- Part 2: 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 identify.
8175542330
Communication in marketing
Marketing communication--Handbook
Handbook of marketing communications an integrated approach - 3 - New Delhi Kogan Page 2003 - "xvi,640p. : ill. ;24.5cm."
includes index
Contents: Part 1: The background to the communications process -- marketing and the integrated communications mix -- the marketing communications plan -- communication theory -- buying behaviour -- understanding markets - market research -- understanding agencies - agency relationships -- understanding the media -- the changing communications environment -- international marketing communications -- Part 2: 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 identify.
8175542330
Communication in marketing
Marketing communication--Handbook