Integrated Advertising, Promotion, and Marketing Communications, 8th edition

Part I: The IMC Foundation        

1. Integrated Marketing Communications

2. Brand Management

3. Buyer Behaviors

4. The IMC Planning Process

Part II: IMC Advertising Tools                                                  

5. Advertising Campaign Management

6. Advertising Design

7. Traditional Media Channels

Part III: Digital and Alternative Marketing

8. Digital Marketing

9. Social Media

10. Alternative Marketing

Part IV: IMC Promotional Tools

11. Database and Direct Response Marketing and Personal Selling

12. Sales Promotions      

13. Public Relations and Sponsorship Programs

Part V: IMC Ethics, Regulation, and Evaluation                                                                              

14. Relations and Ethical Concerns

15. Evaluating an Integrated Marketing Program