Marketing Communications: An Integrated Approach
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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The marketing communications plan
Understanding markets market research
The Target Group Index
The market research process
Understanding agencies agency relationships
Publicity and public relations
Word of mouth
Other editions - View all
ABC1 activities adver advertising agency Appendix areas awareness behaviour brand brief budget buyers cent Chapter client colour communications mix communications tools competition competitors concept consumer corporate identity cost cost per thousand coverage create creative customers database detail direct mail direct marketing Dstl e-marketing effective ensure European example exhibition Figure Gatwick Express global Gold Heart groups identify increase industry integrated Integrated Marketing Communications Internet launch levels logo London magazine market research marketing communications marketing managers marketing mix million objectives Ofcom offer organization pack packaging pitch planning point-of-sale product or service profits programme purchase radio response Rimmel sales promotion salesforce segments selling SOSTAC sponsor sponsorship stages supplier tactics target audience target market telemarketing Telephone Preference Service television types users