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Marketing Communications

Marketing Communications

An integrated approach

P.R. Smith, Jonathan Taylor

640 pages, parution le 05/03/2002 (3eme édition)

Résumé

First published in 1993, Marketing Communications is firmly established as an international bestseller. P R Smith's contribution to the acceptance and understanding of an integrated approach to marketing communications is now universally recognized. Both marketing professionals and students alike have benefited from his pragmatic and original approach. Indeed, it is the recommended reading text for the Chartered Institute of Marketing's Promotional Practice module and is included on the Marketing Society's prestigious list of marketing classics.

This latest edition has been thoroughly updated and revised. New short cases, statistics and communications techniques, updated ‘shock' stories, fresh illustrations and photographs all combine to bring the book right up to date with the current international business scene. In this edition, Jonathan Taylor has worked as a contributor to bring fresh insight, drawing on his high-profile ad agency experience.

New major features of this third edition are:

  • fresh content to meet the needs of the new CIM syllabus;
  • a new e-marketing chapter;
  • online lecture support materials in the form of pre-prepared PowerPoint lectures.

Maintaining the lively style of previous editions, this new edition is packed with visuals, practical tips and useful insights. The cases and examples are drawn from a diverse range of organizations and show successful solutions in action.

Contents

  • Foreword
  • Acknowledgements
  • How to use this book
Pt. 1 The Background to the Communications Process
  • 1 Marketing and the integrated communications mix 3
  • 2 The marketing communications plan 29
  • 3 Communications theory 69
  • 4 Buying behaviour 87
  • 5 Understanding markets - market research 119
  • 6 Understanding agencies - agency relationships 153
  • 7 Understanding the media 181
  • 8 The changing communications environment 205
  • 9 International marketing communications 235
Pt. 2 The Marketing Communication Tools
  • 10 Selling and sales management 275
  • 11 Advertising 297
  • 12 Sales promotions 337
  • 13 Direct marketing 363
  • 14 Publicity and public relations 415
  • 15 Sponsorship 451
  • 16 Exhibitions 473
  • 17 Packaging 509
  • 18 Merchandising 541
  • 19 Word of mouth 555
  • 20 E-marketing 579
  • 21 Corporate identity 603
  • Index 629

L'auteur - P.R. Smith

P.R. Smith, PR Smith ( http://www.PRSmith.org ) is a best-selling marketing author, international speaker and consultant. Paul is Senior Examiner for eMarketing at the Chartered Institute of Marketing. He is also the creator of SOSTAC ? Planning now used by organisations around the world.

Caractéristiques techniques

  PAPIER
Éditeur(s) Kogan Page
Auteur(s) P.R. Smith, Jonathan Taylor
Parution 05/03/2002
Édition  3eme édition
Nb. de pages 640
Format 18,8 x 24,5
Couverture Broché
Poids 1401g
Intérieur Noir et Blanc
EAN13 9780749436698

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