000			01723nam a2200277Ia 4500
001			1468
008			230305s2006 xx 000 0 und d
020			_a9780273702054
040			_cTBS
041			_aeng
043			_aen_UK
050			_aHF5415 _b.B485
100			_aBlythe, Jim _97721 _eauthor
245		0	_aEssentials of marketing communications _c/ Jim Blythe
250			_a3rd ed.
260			_aHarlow, England : _bPearson Education, _c2006.
300			_axii, 332 pages : illustrations ; 25 cm.
500			_aRev. ed. of: Essentials of marketing. 2nd ed. 2001.
504			_aIncludes bibliographical references and index.
505			_aTheories of communication -- The communications mix -- Print media advertising -- Active media : TV, radio and cinema -- Outdoor advertising -- Public relations and corporate image -- Branding, packaging and merchandising -- Managing exhibitions and trade events -- Direct and database marketing -- Sales promotion -- Personal selling and sales management -- Twenty-first century marketing communications.
520			_aEssentials of Marketing Communications, 3rd edition gives students a concise overview of the strategic and tactical decision-making processes involved in marketing communications. It also links the current theories of marketing communications to consumer behaviour issues, as well as explaining how marketing communications works in the real world. The text is ideal for those studying marketing communications for the first time.
590			_bRev. ed. of: Essentials of marketing. 2nd ed. 2001. ; Includes bibliographical references and index.
650		0	_aMarketing _91020
653			_aBibliography B1 Operational Marketing
942			_2lcc
999			_c1482 _d1482