Description
Book SynopsisPraise for the first edition:
An excellent text for exploring marketing communications in the 21st century.' - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway
First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.' - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff
Thisbook introducesthe core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare
Table of Contents
Chapter 1: Integrated Marketing Communications and Its Environment Chapter 2: Theoretical Underpinnings of Marketing Communications Chapter 3: Buyer Behaviour and Relationships Chapter 4: Managing the Marketing Communications Mix Chapter 5: The Marketing Communications Industry Chapter 6: Ethics and Corporate Social Responsibility in Marketing Communications Chapter 7: Advertising and Branding Chapter 8: Message Creation and Execution Chapter 9: Traditional Media: Characteristics and Planning Chapter 10: Digital Media: Interaction and Engagement Chapter 11: Sales Promotions Chapter 12: Direct Marketing Chapter 13: Public Relations Chapter 14: Corporate Communications Chapter 15: Sponsorship Chapter 16: Personal Selling Chapter 17: Marketing Research and Evaluation Chapter 18: International Marketing Communications
