Table of contents for Marketing communications : an integrated approach / Paul Smith, Jonathan Taylor.


Bibliographic record and links to related information available from the Library of Congress catalog. Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
Foreword	00
Acknowledgements	00
How to use this book	00
PART 1 THE BACKGROUND TO THE COMMUNICATIONS PROCESS
 1	Marketing and the integrated communications mix	00
 2	The marketing communications plan	00
 3	Communications theory	00
 4	Buying behaviour	00
 5	Understanding markets - market research	000
 6	Understanding agencies - agency relationships	000
 7	Understanding the media	000
 8	The changing communications environment	000
 9	International marketing communications	000
PART 2 THE MARKETING COMMUNICATION TOOLS
10	Selling and sales management	000
11	Advertising	000
12	Sales promotions	000
13	Direct marketing	000
14	Publicity and public relations	000
15	Sponsorship	000
16	Exhibitions	000
17	Packaging	000
18	Merchandising	000
19	Word of mouth	000
20	e-Marketing	000
21	Corporate identity	000
Index	000




Library of Congress Subject Headings for this publication: Communication in marketing