Enhanced descriptions from Syndetics:

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 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: * 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.

Table of contents provided by Syndetics

• Foreword (p. vii)
• Acknowledgements (p. ix)
• How to use this book (p. xiii)
• Part 1 The Background to the Communications Process
• 1. Marketing and the integrated communications mix (p. 3)
• 2. The marketing communications plan (p. 31)
• 3. Communications theory (p. 71)
• 4. Buying behaviour (p. 89)
• 5. Understanding markets--market research (p. 123)
• 6. Understanding agencies--agency relationships (p. 161)
• 7. Understanding the media (p. 189)
• 8. The changing communications environment (p. 215)
• 9. International marketing communications (p. 249)
• Part 2 The Marketing Communication Tools
• 10. Selling and sales management (p. 289)
• 11. Advertising (p. 311)
• 12. Sales promotions (p. 355)
• 13. Direct marketing (p. 385)
• 14. Publicity and public relations (p. 443)
• 15. Sponsorship (p. 481)
• 16. Exhibitions (p. 503)
• 17. Packaging (p. 541)
• 18. Merchandising (p. 575)
• 19. Word of mouth (p. 589)
• 20. e-Marketing (p. 619)
• 21. Corporate identity (p. 653)
• Index (p. 685)