TY  - BOOK
AU  - Egan,John
TI  - Marketing communications
SN  - 9781844801213 (pbk.)
U1  - 658. 
PY  - 2007///
CY  - London
PB  - Thomson Learning
KW  - Communication in marketing
KW  - Advertising
N1  - Includes bibliographical references and index; 1. Marketing communications. -- 2. Communications theory. -- 3. Buying behaviour. -- 4. Image and brand management. -- 5. Marketing communication planning. -- 6. Understanding marketing research. --  7. Target marketing. -- Campaign tactics and management. -- 9. Advertising. -- 10. Sales promotion. -- 11. Public relations. -- 12. Sponsorship and product placement. -- 13. Direct marketing and E-Commerce. -- 14. Personal selling, point-of-sale and supportive communicaions. -- 15. Integrated marketing communications. -- 16. Internal marketing. -- 17. Marketing channels and business-to-business communications. -- 18. Ethical marketing and business-to-business communications. -- 19. The communications industry. -- 20. Global marketing communications. -- 21 The changing face of marketing communications
N2  - It blends inspired examples with wide-ranging theories and applications to provide you with a complete introduction to this popular subject
ER  -