Marketing Communications. An Integrated Approach, 2nd Edition

Publié par Kogan Page, le 08 juin 2000

605 pages

Résumé

First published in 1993, " Marketing Communications " is firmly established as an international bestseller : P-R Smiths 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 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, along with a more panEuropean flavour, all combine to bring it right up-to-date with the current international business 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 barriers and how to integrate the Internet into an overall marketing communications strategy. The prime aim of Marketing Communications is to provide readers with a comprehensive framework to better understand the individual elements of the marketing communications mix and their collective effectiveness. Continuing in the same lively style as before, the 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.

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