A concise overview of the engagement, strategies and practice of marketing communcations.

Brief Contents Part 1 Introduction Chapter 1 Marketing Communications: an introduction Chapter 2 Communication: theory, interactivity and people Chapter 3 Audiences: behaviour, attitudes and decision making Part 1 Summary: Review Questions and Exercises Cases and Questions Part 2 Managing Marketing Communications Chapter 4 Strategy: approaches, integration and planning Chapter 5 Targeting Audiences: segmentation, targeting, positioning and objectives Chapter 6 Using Technology: scope, applications and web sites Part 2 Summary: Review Questions and Exercises Cases and Questions Part 3 Elements of the Marketing Communication Mix Chapter 7 Advertising: frameworks, messages and evaluation Chapter 8 Media: traditional, digital and planning Chapter 9 Sales Promotion: principles, techniques and evaluation Chapter 10 Public Relations: approaches, sponsorship and evaluation Chapter 11 Direct Marketing, Personal Selling and evaluation Part 3 Summary: Review Questions and Exercises Cases and Questions Part 4 Industry, Relationships and Operations Chapter 12 Relationships: value, employees, trust Chapter 13 Stakeholders: channels, business-to-business and international communications Chapter 14 The Industry: structure, budgets, remuneration and regulation Chapter 15 Agency Operations: selection, personnel and practice Part 4 Summary: Review Questions and Exercises Cases and Questions