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Marketing communications : an integrated approach / P R Smith & Jonathan Taylor.

By: Contributor(s): Material type: TextPublication details: London ; Sterling, VA : Kogan Page, 2004.Edition: 4th edDescription: xvi, 696 p. : ill. ; 25 cmISBN:
  • 9788175542884
Subject(s): DDC classification:
  • 658.802 SMI [ Shelf 67 ]
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.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Book Indian Institute Of Management, Shillong 658.802 SMI [ Shelf 67 ] (Browse shelf(Opens below)) 2 Available 0008231
Book Indian Institute Of Management, Shillong 658.802 SMI [ Shelf 67 ] (Browse shelf(Opens below)) 3 Available 0008232
Book Indian Institute Of Management, Shillong 658.802 SMI [ Shelf 67 ] (Browse shelf(Opens below)) 4 Available 0008233
Book Indian Institute Of Management, Shillong 658.802 SMI [ Shelf 67 ] (Browse shelf(Opens below)) 5 Available 0008234
Reference Indian Institute Of Management, Shillong 658.802 SMI [ Shelf 67 ] (Browse shelf(Opens below)) 0 Not for loan 0007839
Book Indian Institute Of Management, Shillong 658.802 SMI [ Shelf 67 ] (Browse shelf(Opens below)) 1 Available 0007840

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.

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