Description
Part One Introduction to Marketing Communications Chapter 1 The Scope of Marketing Communications Chapter 2 Communication: interactivity & conversations Chapter 3 Audiences: attitudes, behaviour & decision making Part Two Managing Marketing Communications Chapter 4 Strategies, objectives and positioning Chapter 5 Integration and Planning Chapter 6 Branding, Budgeting & Evaluation Chapter 7 Agencies: Practice, Regulation & International Communications Chapter 8 Shaping Relationships with Marketing Communications Part Three The Marketing Communications Mix Chapter 9 Advertising Chapter 10 Public Relations and Sponsorship Chapter 11 Direct Marketing and Personal Selling Chapter 12 Sales Promotion, Exhibitions and Product Placement Chapter 13 Media: conventional and digital Chapter 14 Interactive Marketing Communications Chapter 15 Content: credibility, messages and creative approaches
