MARKETING COMMUNICATIONS: 2ED

First published in 1993, 'Marketing Communications' is firmly established as an international bestseller: P R Smith's contribution to the acceptance and understnading 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. Inded, it is the recommended reading text for the Chartered Institute of Marketing's Promotional Practice module and included on the Marketing Society's prestigious list of marketing classics.
This latest edition has been thoroughly updated and revised: new short cases, up-to-date statistics, fresh illustrations and photographs all combine to bring it right up-to-date with the current international busiess scene. Several chapters have been completely rewritten, and the larger format and redesigned text layout will make it easier for reading and studying.