| Document Type
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BL
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| Record Number
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954207
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| Doc. No
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b708577
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| Main Entry
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Yeshin, Tony.
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| Title & Author
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Integrated marketing communications : : the holistic approach /\ Tony Yeshin.
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| Publication Statement
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Oxford ;Boston :: Butterworth Heinemann,, 1998.
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| Series Statement
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The Chartered Institute of Marketing/Butterworth-Heinemann marketing series
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| Page. NO
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xi, 354 pages :: illustrations ;; 25 cm
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| ISBN
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0750619236
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: 9780750619233
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| Notes
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"Published in association with The Chartered Institute of Marketing."
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"Student"--Cover.
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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1. Marketing communications -- an overview -- 2. Understanding the marketplace -- 3. Product and service strategies -- 4. The integration of marketing communications -- 5. Managing the marketing communications mix -- 6. Choosing and using marketing communications agencies -- 7. Advertising -- 8. The development of advertising -- 9. Media and media planning -- 10. Sales promotion -- 11. Direct marketing -- 12. Public relations -- 13. Sponsorship and product placement -- 14. Corporate communications -- 15. International marketing communications -- 16. Future developments in marketing communications.
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| Subject
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Communication in marketing.
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| Subject
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Communication in marketing.
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| Subject
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Communication in marketing.
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| Dewey Classification
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658.8/02
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| LC Classification
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HF5415.123.Y468 1998
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| Added Entry
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Chartered Institute of Marketing.
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