Marketing communications : an integrated approach - Smith; Taylor (London ; Sterling, VA: Kogan Page, 2004)
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 -- Selling and sales management -- Advertising -- Sales promotions -- Direct marketing -- Publicity and public relations -- Sponsorship -- Exhibitions -- Packaging -- Merchandising -- Word of mouth -- E-marketing -- Corporate identity
BATUH
BBDUH
Includes bibliographical references and index
Keywords: Communication in export marketing; Advertising media planning