| 000 -LEADER |
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| fixed length control field |
02517cam a22003014a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
040323s2004 enka b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2004006939 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0749442654 |
| CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| AUTHENTICATION CODE |
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| Authentication code |
pcc |
| LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415.123 |
| Item number |
.S65 2004 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8/02 |
| Edition number |
22 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126093233.0 |
| CONTROL NUMBER |
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| control field |
19326 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Smith, P. R. |
| Fuller form of name |
(Paul Russell), |
| Dates associated with a name |
1957- |
| TITLE STATEMENT |
|---|
| Title |
Marketing communications : |
| Remainder of title |
an integrated approach / |
| Statement of responsibility, etc |
P R Smith & Jonathan Taylor. |
| EDITION STATEMENT |
|---|
| Edition statement |
4th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
London ; |
| -- |
Sterling, VA : |
| Name of publisher, distributor, etc |
Kogan Page, |
| Date of publication, distribution, etc |
2004. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xvi, 696 p. : |
| Other physical details |
ill ; |
| Dimensions |
25 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
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. |
| STUDY PROGRAM INFORMATION NOTE |
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| Program name |
MMC928 |
| SUMMARY, ETC. |
|---|
| Summary, etc |
Marketing Communications rapidly established itself as an international best-seller and has been listed as a "marketing classic" by the Marketing Society and as a "marketing major" by the Chartered Institute of Marketing. The book is recommended reading for the CIM's Marketing Communications module in the new Professional Diploma in Marketing. The authors' real business understanding of marketing communications is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC® Planning System is applied throughout the book.This latest edition has been completely updated with new cases, statistics and communications techniques, fresh "shock" stories and a new "e" theme on each communication tool. New illustrations and full-colour photographs all combine to bring the book right up to date with the current international business scene.A free CD-ROM containing video clips of some of the world's leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Taylor, Jonathan, |
| Dates associated with a name |
1956- |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |