Table of Contents

• Part 1 Introduction to marketing communications
• 1 Introducing marketing communications
• 2 Marketing communications: issues, influences and disruption
• 3 Communication: theory and practice
• 4 Classical theories and interpretations of buyer behaviour theory
• 5 Contemporary interpretations of buyer behaviour
• 6 How does marketing communications work?
• Part 2 Managing marketing communications
• 7 Marketing communications: strategies and planning
• 8 Marketing communications: objectives and positioning
• 9 The communications industry: structure, operations and finance
• 10 Evaluation and metrics
• 11 Branding and marketing communications
• 12 Integrated marketing communications
• Part 3 The marketing communications mix
• 13 Advertising: role, forms and strategy
• 14 Public relations: principles and practice
• 15 Sponsorship
• 16 Direct marketing and personal selling
• 17 Sales promotion, field marketing and brand experience
• 18 Brand placement, exhibitions, packaging and licensing
• 19 Messages and creativity
• 20 Media: principles and practice
• 21 Digital and other interactive media
• 22 Media planning in a digital age