TY  - BOOK
AU  - Blythe,Jim
TI  - Marketing communications
SN  - 9780273639602 (pbk.) :
AV  - HF5415.123 .B59 2000
U1  - 658.802 BLY 
PY  - 2000///
CY  - Harlow
PB  - Financial Times Management
KW  - Marketing
KW  - Communication in marketing
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing
KW  - thema
KW  - Business communication & presentation
N1  - Includes bibliographical references and index; 1.Theories of communication -- 2.The communications mix -- 3.Print media advertising -- 4.Active media, TV, radio and cinema -- 5.Outdoor advertising -- 6.Public relations and corporate image -- 7.Branding, packing and merchandising -- 8.Managing exhibitions and trade events -- 9.Direct and database marketing -- 11.Sales promotion -- 11.Personal aselling and sales management -- 12.The future of marketing communications
N2  - This text will provide students with a concise overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing communications
ER  -