TY  - BOOK
AU  - Smith, P. R. 
AU  - Taylor, Jonathan, 
TI  - Marketing communications: an integrated approach 
SN  - 9788175542884
U1  - 658.802 
PY  - 2004///
CY  - London ; , Sterling, VA
PB  - Kogan Page
KW  - Communication in marketing
N1  - 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
ER  -