Fill: Marketing Communications, Enhanced Media Edition

Part 1: An Introductory Case Study The British Library Chapter 1 An Introduction to Marketing Communications Chapter 2 Communication Theory Chapter 3 The Marketing Communications Industry Chapter 4 Ethics, Responsibility and Controls Part 2: Understanding How Marketing Communications Works Chapter 5 Understanding How Customers Process Information Chapter 6 Customer Decision-making Chapter 7 How Marketing Communications Might Work? Chapter 8 Stakeholders, Supply Chains and Interorganisational Relationships Chapter 9 Marketing, Relationships and Communications Chapter 10 The Impact of Technology on Marketing Communications Part 3: Strategies and Planning Chapter 11 Integrated Marketing Communications Chapter 12 Marketing Communications: Strategies and Planning Chapter 13 Marketing Communications: Objectives and Positioning Chapter 14 Branding and the Role of Marketing Communications Chapter 15 Corporate Identity and Reputation Chapter 16 Financial Resources Chapter 17 Evaluating Marketing Communications Part 4: The Marketing Communications Mix: Disciplines and Applications Chapter 18 Advertising and Strategy Chapter 19 Advertising Messages and Creative Approaches Chapter 20 Traditional Media Chapter 21 Interactive Media Chapter 22 Media Planning Delivering the Message Chapter 23 Sales Promotion: Principles and Approaches Chapter 24 Sales Promotion: Methods and Techniques Chapter 25 Public relations Chapter 26 Sponsorship Chapter 27 Direct Marketing Chapter 28 Personal Selling Chapter 29 Exhibitions, Product Placement, Field Marketing and Packaging Part 5: Marketing Communications for Special Audiences Chapter 30 Marketing Communications Across Borders Chapter 31 Business-to-Business Marketing Communications Chapter 32 Internal Marketing Communications