Table of Contents: Marketing communications :

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Marketing communications : an integrated approach

Main Author:	Smith
Other Authors:	Taylor,
Format:	Book
Published:	London ; Sterling, VA: Kogan Page, 2004.
Edition:	4th ed.
Subjects:	Communication in export marketing Advertising media planning

Table of Contents:

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