01298pamaa2200241 4500 0000046211 20130117090000.0 9780749442651 / 0749442654 (pbk.) 659.1 SMI 2004 HF5415.123 SMI 2004 Smith Marketing communications : an integrated approach P.R. Smith. 4th ed. London ; Sterling, VA: Kogan Page, 2004. xvi, 696p: ill.; 25cm. BATUH BBDUH Includes bibliographical references and index 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 Communication in export marketing Advertising media planning Taylor, Jonathan http://www.kogan-page.co.uk