Marketing communications: an integrated approach
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2004
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 696 S. Ill. |
| ISBN: | 0749442654 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing communications |b an integrated approach |c P R Smith with Jonathan Taylor |
| 250 | |a 4. ed. | ||
| 264 | 1 | |a London [u.a.] |b Kogan Page |c 2004 | |
| 300 | |a XVI, 696 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Communication en marketing | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 0 | 7 | |a Kommunikation |0 (DE-588)4031883-7 |2 gnd |9 rswk-swf |
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| 787 | 0 | 8 | |i Überarbeitung von |b 3. ed. |d 2002 |z 0-7494-3669-7 |
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Datensatz im Suchindex
| _version_ | 1804132773737267200 |
|---|---|
| adam_text | Foreword vii
Acknoivledgements ix
How to use this book xiii
PART 1: THE BACKGROUND TO THE COMMUNICATIONS PROCESS
1. Marketing and the integrated Communications mix 3
2. The marketing Communications plan 31
3. Communications theory 71
4. Buying behaviour 89
5. Understanding markets market research 123
6. Understanding agencies agency relationships 161
7. Understanding the media 189
8. The changing Communications environment 215
9. International marketing Communications 249
PART 2: THE MARKETING COMMUNICATION TOOLS
10. Selling and sales management 289
11. Advertising 311
12. Sales promotions 355
13. Direct marketing 385
14. Publicity and public relations 443
vi Contents
481
15. Sponsorship
16. Exhibitions
541
17. Packaging ^
18. Merchandising
19. Word of mouth
20. e Marketing
21. Corporate identity
J A 685
Index
|
| any_adam_object | 1 |
| author | Smith, Paul R. 1957- Taylor, Jonathan |
| author_GND | (DE-588)172558263 (DE-588)12293315X |
| author_facet | Smith, Paul R. 1957- Taylor, Jonathan |
| author_role | aut aut |
| author_sort | Smith, Paul R. 1957- |
| author_variant | p r s pr prs j t jt |
| building | Verbundindex |
| bvnumber | BV019346427 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.123 |
| callnumber-search | HF5415.123 |
| callnumber-sort | HF 45415.123 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| classification_tum | WIR 800f |
| ctrlnum | (OCoLC)54805978 (DE-599)BVBBV019346427 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| id | DE-604.BV019346427 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:58:09Z |
| institution | BVB |
| isbn | 0749442654 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-012810718 |
| oclc_num | 54805978 |
| open_access_boolean | |
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| owner_facet | DE-Aug4 DE-91 DE-BY-TUM DE-2070s |
| physical | XVI, 696 S. Ill. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Kogan Page |
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| spelling | Smith, Paul R. 1957- Verfasser (DE-588)172558263 aut Marketing communications an integrated approach P R Smith with Jonathan Taylor 4. ed. London [u.a.] Kogan Page 2004 XVI, 696 S. Ill. txt rdacontent n rdamedia nc rdacarrier Communication en marketing Marketing gtt Communication in marketing Kommunikation (DE-588)4031883-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Kommunikation (DE-588)4031883-7 s DE-604 Taylor, Jonathan Verfasser (DE-588)12293315X aut Überarbeitung von 3. ed. 2002 0-7494-3669-7 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012810718&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Smith, Paul R. 1957- Taylor, Jonathan Marketing communications an integrated approach Communication en marketing Marketing gtt Communication in marketing Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4031883-7 (DE-588)4037589-4 |
| title | Marketing communications an integrated approach |
| title_auth | Marketing communications an integrated approach |
| title_exact_search | Marketing communications an integrated approach |
| title_full | Marketing communications an integrated approach P R Smith with Jonathan Taylor |
| title_fullStr | Marketing communications an integrated approach P R Smith with Jonathan Taylor |
| title_full_unstemmed | Marketing communications an integrated approach P R Smith with Jonathan Taylor |
| title_short | Marketing communications |
| title_sort | marketing communications an integrated approach |
| title_sub | an integrated approach |
| topic | Communication en marketing Marketing gtt Communication in marketing Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Communication en marketing Marketing Communication in marketing Kommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012810718&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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