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	Marketing Communications, 4/E by P R Smith & Jonathan Taylor
	Price : Rs 395.00
	Your Price : Rs 355.50

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-colour photographs all combine to bring the book right up to date with the current international business scene.

Contents: Part I: The Background to the communications process • Marketing and the integrated communications mix • The marketing communications plan • Communications theory • Buying behaviour • 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 piblic relations • Sponsorship • Exhibitions • Packaging • Merchandising • Word of mouth • E-Marketing • Corporate identity • IndexISBN - 9788175542884

Pages : 712