| Record ID | marc_loc_updates/v35.i20.records.utf8:15194884:1532 |
| Source | Library of Congress |
| Download Link | /show-records/marc_loc_updates/v35.i20.records.utf8:15194884:1532?format=raw |
LEADER: 01532cam a22002774a 4500
001 2004006939
003 DLC
005 20070508124220.0
008 040323s2004 enka b 001 0 eng
010 $a 2004006939
020 $a0749442654
040 $aDLC$cDLC$dDLC
042 $apcc
050 00 $aHF5415.123$b.S65 2004
082 00 $a658.8/02$222
100 1 $aSmith, P. R.$q(Paul Russell),$d1957-
245 10 $aMarketing communications :$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 0 $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 0 $aCommunication in marketing.
700 1 $aTaylor, Jonathan,$d1956-
856 41 $3Table of contents$uhttp://www.loc.gov/catdir/toc/ecip0416/2004006939.html
856 42 $3Publisher description$uhttp://www.loc.gov/catdir/enhancements/fy0715/2004006939-d.html