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Marketing Communications: An Integrated Approach
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ISBN
:
9788175542884
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Publisher
:
Kogan Page Limited
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
712
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Year
:
2005
₹
395.0
₹
395.0
395.0
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Description
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 in 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-color photographs all combine to bring the book right up to date with the current international business scene.
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Author Biography
PR Smith is firmly established as one of Europe's leading marketing authors and is now a senior examiner for the CIM's new eMarketing Award. The MD of Multimedia Marketing. Com, the successful online e-business and e-marketing course provider, he is much sought after as an international speaker and contributor to the marketing press. He is also the author of Strategic Marketing Communications and Great Answers to Tough Marketing Questions (both published by Kogan Page). Jonathan Taylor lectures in marketing at London Metropolitan University and is Chairman of Vision point, a leading marketing communications consultancy. He has been Managing Director of a leading advertising agency, he advises blue-chip organizations in the UK and Europe, and is Examiner for the Institute of Practitioners in Advertising (IPA) CPD Programme. Table of Contents Part I: The Background to the communications process Marketing and the integrated communications mix The marketing communications plan Communications theory Buying behavior Understanding markets - market research Understanding agencies - agency relationships Understanding the media The changing communications environment International marketing communications Part II: The Marketing Communication Tools Selling and sales management Advertising Sales promotions Direct marketing Publicity and public relations Sponsorship Exhibitions Packaging Merchandising Word of mouth E-Marketing Corporate identity Index
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