000			02199cam a22003614a 4500
008			140612s1998 enka b 001 0 eng
010			_a 2004006939
020			_a0749426993
020			_a9780749426996
040			_aDLC _cDLC _dDLC _dEG-GiCUC
050	0	0	_aHF5415.123 _b.S65 1998
082	0	0	_a658.802 _222
092	0	4	_a658.802 _bS6562 1998 _221
099			_a04 _a658.802 S6562 1998
100	1		_aSmith, P. R. _q(Paul Russell), _d1957-
245	1	0	_aMarketing communications : _ban integrated approach / _cP R Smith & Jonathan Taylor.
250			_a4th ed.
260			_aLondon ; _aSterling, VA : _bKogan Page, _c1998.
300			_axvi, 602 p. : _bill. ; _c25 cm.
500			_aSummary: The author provides a comprehensive framework which will enable practitioners and students alike, to understand both individual elements of the marketing communications mix, and their collective combinations, incorporating practical tips and short case studies. Second revised edition.
504			_aIncludes bibliographical references and index.
505	0		_a Marketing and the integrated communications mix -- The marketing communications plan -- Communication theory -- Buying behavior -- 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		0	_aCommunication in marketing.
700	1		_aTaylor, Jonathan, _d1956-
856	4	1	_3Table of contents _uhttp://www.loc.gov/catdir/toc/ecip0416/2004006939.html
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0912/2004006939-b.html
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0715/2004006939-d.html
902			_a1
905			_aEman _eRev.
905			_aJamal _eCat.
942			_2ddc _cBK
999			_c133942 _d133942