Efnisyfirlit

• Preface
• About the Author
• Acknowledgements
• Online Resources
• PART 1 Essentials Of Marketing Communications
• 1 Marketing Communications: Past and Present
• 2 Marketing Communications Theory
• 3 Buying Behaviour
• 4 Brand Communications
• PART 2 Managing Campaigns, Media Planning and Research
• 5 Marketing Communications Strategy and Planning
• 6 Understanding Marketing Research
• 7 Campaign Tactics and Management
• 8 Campaign Media and Media Planning
• PART 3 Marketing Communications Mix and Omni-Channels
• 9 Advertising
• 10 The Internet and the Growth of Digital Marketing
• 11 Social Media
• 12 Sales Promotion
• 13 Public Relations and Corporate Communications
• 14 Sponsorship and Product Placement
• 15 Personal Selling, Point of Sale, Supportive Communications and Direct Marketing
• 16 Employer/Employee Branding and Internal Communications
• 17 Marketing Channels and Business-to-Business Communications
• PART 4 Industry and Ethics in a Global Context
• 18 Global Marketing Communications
• 19 Ethical Marketing and the Regulatory Environment
• 20 The Communications industry
• index