Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles and theories of marketing communications.
Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. Divided into three parts, the book considers the strategic issues associated with managing marketing communications activities before moving on to look at branding, budgeting and evaluation issues and concluding with chapters on stakeholders, international marketing communications, and the operations and personnel involved in the industry.
The book is the essential companion for undergraduate and postgraduate students studying Marketing Communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.
Part One Introduction to Marketing Communications
Chapter 1 The Scope of Marketing Communications
Chapter 2 Communication: interactivity & conversations
Chapter 3 Audiences: attitudes, behaviour & decision making
Part Two Managing Marketing Communications
Chapter 4 Strategies, objectives and positioning
Chapter 5 Integration and Planning
Chapter 6 Branding, Budgeting & Evaluation
Chapter 7 Agencies: Practice, Regulation & International Communications
Chapter 8 Shaping Relationships with Marketing Communications
Part Three The Marketing Communications Mix
Chapter 9 Advertising
Chapter 10 Public Relations and Sponsorship
Chapter 11 Direct Marketing and Personal Selling
Chapter 12 Sales Promotion, Exhibitions and Product Placement
Chapter 13 Media: conventional and digital
Chapter 14 Interactive Marketing Communications
Chapter 15 Content: credibility, messages and creative approaches
