000			01849cam a22003254a 4500
001			13533960
005			20160705161036.0
008			040323s2004 enka b 001 0 eng
010			_a 2004006939
020			_a0749442654
040			_aDLC _cDLC _dDLC
042			_apcc
050	0	0	_aHF5415.123 _b.S65 2004
082	0	0	_a658.8/02 _222
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, _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	4	1	_3Table of contents _uhttp://www.loc.gov/catdir/toc/ecip0416/2004006939.html
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0715/2004006939-d.html
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0912/2004006939-b.html
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c4974 _d4974