Marketing Communications, 9th edition

Preface

Acknowledgements

Part 1 An introduction to marketing communications

1. The scope of marketing communications
2. Communication: theory, interactivity and influencers
3. Understanding buyer behaviour and improving engagement
4. How does marketing communications work?

Part 2 Managing marketing communications

5. Marketing communications: strategies and planning
6. Marketing communications: objectives and positioning
7. Branding and marketing communications
8. Integrated marketing communications
9. Budgeting and evaluation

Part 3 The marketing communications mix

10. Advertising: role, forms and strategy
11. Public relations and sponsorship
12. Direct marketing and sales promotion
13. Brand: placement, experience and packaging
14. Content: messages, credibility and creative approaches
15. Media: principles, practice and formats
16. Media planning: concepts and practices

Author index

Subject index

Credits