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110113s2011 enk eng |
| 020 |
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|a 0273738445 (paperback : alk. paper)
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| 020 |
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|a 9780273738442 (paperback : alk. paper)
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| 050 |
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|a HF5415.123
|b .F55 2011
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|a HF5415.123
|b .F55 2011
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| 100 |
1 |
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|a Fill, Chris ,
|e author
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| 245 |
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|a Essentials of marketing communications
|c Chris Fill
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| 260 |
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|a Harlow, England :
|b Financial Times Prentice Hall/Pearson ,
|c c2011
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| 300 |
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|a xxvii, 412 p. :
|b ill. (chiefly col.) ;
|c 27 cm.
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| 504 |
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|a Includes bibliographical references and index
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| 505 |
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|a 1. The scope of marketing communications -- 2. Communication: interactivity & conversations -- 3. Audiences : attitudes, behaviour & decision making -- 4. Strategies, objectives and positioning -- 5. Integration and planning --6. Branding, budgeting & evaluation -- 7. Agencies: practice, regulation & international communications -- 8. Shaping relationships with marketing communications -- 9. Advertising -- 10. Public relations and sponsorship -- 11. Direct marketing and personal selling -- 12. Sales promotion, exhibitions and product placement -- 13. Media: conventional and digital -- 14. Interactive marketing communications -- 15. Content: credibility, messages and creative approaches
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| 650 |
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|a Communication in marketing
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| 999 |
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|a 1000151668
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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