Marketing Communications : An Integrated Approach / P R Smith & Jonathan Taylor.
Material type:
TextPublication details: New Delhi ; London ; Sterling, VA : Kogan Page, 2004.Edition: 4th edDescription: xvi, 696 p. : ill. ; 25 cmISBN: - 0749442654
- 8175542888
- 658.802 22 SMI-M 2005 804208
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|
Books
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Lahore Business School Library Shelf No. 81, LBS | Book | 658.802 SMI-M 2005 804208 (Browse shelf(Opens below)) | Available | 804208 |
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.