MARKETING COMMUNICATIONS 2ND EDITION

by PaulSmith (Author)

• Used

  Paperback
  2000

  $3.25

  This work provides a comprehensive framework within which students and practitioners can understand the individual elements of the communications marketing mix, and their collective combination. The first part helps readers to write their own marketing communications plan, consider the international implications, and understand the fundamental theories of communication and buyer behaviour. The second section deals with the communications tools such as sales promotion, packaging, direct marketing and so on. This work includes visuals, practical tips and short case studies, and examples show successful solutions created by organizations in both industrial and consumer markets. This is a recommended text for CIM's Advanced Level Diploma.

• Used

  Paperback
  2004

  $3.25

  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. This 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 is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC[registered] 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. A free CD-ROM containing video clips of some of the world's leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request.