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020			_a1861521960
040			_aGR-AtMCL _bgre _dGR-AtMCL _eAACR2
245	1		_aMarketing Communications / Principles and Practice
260			_bInternational Thomson Business Press, _c1999
300			_a534
520			_aThis text provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Preface, Introduction and Overview of Marketing Communications, Planning the Marketing Communications Process, The Organizational Context of Marketing Communications, The Drive for Integrated Marketing Communications, The Communications Process and the Semiotic Boundary, Adoption and Diffusion Processes, Environmental Issues in Marketing Communications, Marketing Communications Activities, Advertising, Direct Marketing, Marketing Public Relations, Relationship Marketing, The Argument for Advertising Agency Remuneration, Role and Function: Principles and Practice Revisited, Index.
700	1		_aKitchen Philip J _91758
942			_cBK
999			_c5486 _d5486