Search -
Marketing Communications: An Integrated Approach
Marketing Communications An Integrated Approach Author:P R Smith, Jonathan Taylor, Kogan Page, P. R. Smith First published in 1993, Marketing Communications is firmly established as an international bestseller: P R Smith's contribution to the acceptance and understnading of an integrated approach to marketing communications is now universally recognized. Both marketing professionals and students alike have benefited from his pragmatic and origi... more »nal approach. Inded, it is the recommended reading text for the Chartered Institute of Marketing's Promotional Practice module and included on the Marketing Society's prestigious list of marketing classics. This latest edition has been thoroughly updated and revised: new short cases, up-to-date statistics, fresh illustrations and photographs all combine to bring it right up-to-date with the current international busiess scene. Several chapters have been completely rewritten, and the larger format and redesigned text layout will make it easier for reading and studying. Three major features of this new second edition are: Golden rules of IMC (Integrated Marketing Communications) - a new section which covers the benefits, the barriers and the golden rules SOSTAC Planning System - a unique system, tested on hundreds of marketing managers, which provides a simple and structured approach to planning The Internet - a major new chapter giving an in-depth look at the benefits and barrers andhow to integrate the Internet into an overall marketing communications strategy. The prime aim of this book is to brovide readers with a commprehensive framework to better understnad the individual elements of the marketing communciations mix and their collective effectiveness.« less