An integrated approach Smith, P. R. (Paul Russell) 1957- creator text enk London Kogan Page 1993 monographic eng 403p. The author provides a comprehensive framework which will enable practitioners and students alike, to understand both individual elements of the marketing communications mix, and their collective combinations, incorporating practical tips and short case studies. Second revised edition. 658.8 9780749407759 (pbk) : Uk 931207 20260331113741.0 BDZ0000196905