Marketing communications : an integrated approach /

Bibliographische Detailangaben
1. Verfasser:	Smith, P. R. (Paul Russell), 1957-
Format:	Buch
Sprache:	Inglés
Veröffentlicht:	London : Kogan Page, c1993.
Ausgabe:	2nd. ed.
Schlagworte:	Marketing. Publicidad. Comunicación.

Inhaltsangabe:

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.