Part 1: Introduction to Marketing CommunicationsAn Introductory Case Study
Chapter 1 An Introduction to Marketing Communications
Chapter 2 Communication Theory
Chapter 3 The Marketing Communications Industry
Chapter 4 Ethics in Marketing CommunicationsPart 2: Understanding How Marketing Communications Works
Chapter 5 Understanding How Customers Process Information
Chapter 6 Customer Decision-making
Chapter 7 Marketing, Relationships and Communications
Chapter 8 How Marketing Communications Might WorkPart 3: Managing Marketing Communications
Chapter 9 Integrated Marketing Communications
Chapter 10 Marketing Communications: strategies and planning
Chapter 11 Marketing Communications: objectives and positioning
Chapter 12 Branding and the Role of Marketing Communications
Chapter 13 Managing Corporate Reputation: Identity and branding
Chapter 14 Financial Resources for marketing communications
Chapter 15 Evaluating Marketing CommunicationsPart 4: The Tools of Marketing Communications
Chapter 16 Advertising and Strategy
Chapter 17 Messages, Content and Creative Approaches
Chapter 18 Sales Promotion: Principles and Techniques
Chapter 19 Public relations
Chapter 20 Sponsorship
Chapter 21 Direct Marketing
Chapter 22 Personal Selling
Chapter 23 Exhibitions, Product Placement, Field Marketing and PackagingPart 5: The Media and Marketing Communications
Chapter 24 Traditional Media
Chapter 25 Digital Media
Chapter 26 Interactive Marketing Communications
Chapter 27 Media Behaviour and Planning: delivering the messagePart 6: Marketing Communcations for Special Audiences
Chapter 28 Marketing Communications Across Borders
Chapter 29 Business-to-Business Marketing Communications
Chapter 30 Internal Marketing Communications
