Marketing communications : an integrated approach
This new edition is up-to-the minute with the latest marketing buzz, with revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers
xvi, 696 pages : illustrations ; 25 cm
9780749442651, 0749442654
54805978
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