000			01443nam a2200229 a 4500
005			20260112063248.0
020			_a9788175542884
039			_a202110121630 _bstaff _c202110121443 _d staff _c201301090129 _d staff _c201002250003 _d staff _y 201002250002 _z staff
082			_a658.802 _bSMI [ Shelf 67 ]
100			_aSmith, P. R. _q (Paul Russell), _d 1957-
245			_aMarketing communications : _ban integrated approach / _cP R Smith & Jonathan Taylor.
250			_a4th ed.
260			_aLondon ; _aSterling, VA : _bKogan Page, _c2004.
300			_axvi, 696 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
505			_aMarketing 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.
650			_aCommunication in marketing.
700			_aTaylor, Jonathan, _d 1956-
991			_aVIRTUA40
991			_aVTLSSORT0080*0200*0820*1000*2450*2500*2600*3000*5040*5050*6500*7000*9992
909			_a2268
999			_c2180 _d2180