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Essentials of Marketing Communications [Paperback]

Chris Fill
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RRP: £44.99
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Table of Contents

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

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