Smith P R <br/><br/>
Handbook of marketing communications  an integrated approach 

 - 3 
 - New Delhi  Kogan Page  2003 
 - "xvi,640p. : ill. ;24.5cm." 
<br/><br/> includes index 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>8175542330 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing<br/>Marketing communication--Handbook