Marketing Communications: An Integrated Approach

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Kogan Page Publishers, 2004 - Business & Economics - 696 pages
6 Reviews
Since it was first published in 1993, Marketing Communications has rapidly established its popularity amongst students and practitioners alike. The author's original and youthful approach is considered a refreshing alternative to the regular stuffy, prescriptive textbooks. This new edition will not disappoint. It's absolutely up-to-the minute with the latest marketing buzz - revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers. Jonathan Taylor contributes fresh insight drawing on his high profile ad agency experience.
 

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Contents

The marketing communications plan
33
Communications theory
71
Buying behaviour
90
Understanding markets market research
125
Qualitative research
132
The Target Group Index
139
The market research process
146
Understanding agencies agency relationships
161
Sales promotions
355
Direct marketing
385
Publicity and public relations
443
Sponsorship
481
Exhibitions
503
Packaging
541
Merchandising
575
Word of mouth
589

Understanding the media
189
The changing communications environment
215
International marketing communications
249
Selling and sales management
289
Advertising
311
eMarketing
619
Corporate identity
653
Index
685
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About the author (2004)

Smith is a senior examiner for the Chartered Institute of Marketing's eMarketing Award, he is also Managing Director of Multimedia Marketing.com.

Taylor lectures in marketing at London Metropolitan University and is Chairman of Visionpoint, a leading marketing communications consultancy.

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