000			01143cam a2200205 a 4500
999			_c509 _d509
020			_a9780077111205
020			_a0077111206
050		4	_aHF 5415.123 _bOUW
100	1		_aOuwersloot, Hans.
245	1	0	_aIntegrated marketing communications /
250			_aEuropean ed.
260			_aLondon : _bMcGraw-Hill, _cc2008.
300			_axviii, 523 pages : _bIllustrations ;
500			_aIncludes index.
505	0		_aMarketing communication builds brands -- Brands and brand relationships -- Touch points: brand communication at work -- Consumer response -- IMC planning -- Creative message strategies -- Message execution -- Media characteristics -- The Internet and interactivity -- Media planning -- Building the brand: product placements, events, sponsorships and packaging -- Publicity and public relations -- Sales promotion -- Personal selling -- Direct marketing and customer service: the dialogue builder -- Social, ethical and legal issues -- International marketing communication -- Measurement, evaluation and effectiveness.
650		0	_aCommunication in marketing.
650	1	7	_aMarketing.
700	1		_aDuncan, Tom
942			_cBK