02169cam  2200325 a 45000010014000000030007000140050018000210060019000390070015000580080041000730200036001140200033001500200018001830200015002010400027002160820017002431000016002602450066002762600039003425000020003815050712004015340043011135200416011565330103015725380030016756500032017056500015017377100028017528560063017809781844808397MiFhGG20070731161237.0 m        d        cr un ---uuuua070125s2007    enka    s     001 0 eng d  a9781844808397 (electronic book)  a1844808394 (electronic book)  a9781844801213  a1844801217  aMiFhGGcMiFhGGdMiFhGG04a658.802 2221 aEgan, John.10aMarketing communicationsh[electronic resource] /cJohn Egan.  aLondon :bThomson Learning,c2007.  aIncludes index.2 aMarketing Communications: Past and Present - Communications Theory - Buying Behaviour - Image and brand Management - Marketing Communications Planning - Understanding Marketing Research - Target Marketing - Campaign Tactics and Management - Advertising - Sales Promotion - Public Relations - Sponsorship and Product Placement - Direct Marketing and E-Commerce - Personal Selling, Point-of-Sale and Supportive Communications - Integrated Marketing Communications - Internal Marketing - Marketing Channels and Business-to-business Communications - Ethical Marketing and the Regulatory Environment - The Communications Industry - Global Marketing Communications - The Changing Face of Marketing Communications.  pOriginal exxii, 467 p. : ill ; 28 cm.  aExamines how commercial communications have developed over the centuries and why this set the pattern for the modern day industry. Discusses and analyzes: Communication theory; the consumer buying process; Image and brand management; Marketing communications planning; Market research - including target marketing; The contribution of theories and concepts surrounding Integrated Marketing Communications (IMC).  aElectronic reproduction.bLondon :cThomson Learning (EMEA),d2006.nAvailable via World Wide Web.  aMode of access: Internet. 0aCommunication in marketing. 0aMarketing.2 aThomson Learning (EMEA)40uhttp://premier.bized.co.uk/Gatekeeper.asp?BOOKID=536944615