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|a 658.8
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|a Smith, P. R.
|q (Paul Russell),
|d 1957-
|9 35609
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| 245 |
1 |
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|a Marketing communications :
|b an integrated approach /
|c P. R. Smith.
|
| 250 |
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|a 2nd. ed.
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| 260 |
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|a London :
|b Kogan Page,
|c c1993.
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| 300 |
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|a xvi, 602 p. :
|b il. ;
|c 25 cm.
|
| 504 |
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|a Incluye referencias bibliográficas e índice.
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| 505 |
0 |
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|a 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 -- Corporate identity -- Packaging -- Merchandising -- Word of mouth -- The internet.
|
| 650 |
|
7 |
|a Marketing.
|2 unesco
|9 10242
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| 650 |
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7 |
|a Publicidad.
|2 unesco
|9 4918
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| 650 |
|
7 |
|a Comunicación.
|2 unesco
|9 1848
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