Marketing Communications: An Integrated Approach Book

1	Marketing and the integrated communications mix	3
2	The marketing communications plan	31
3	Communications theory	71
4	Buying behaviour	89
5	Understanding markets : market research	123
6	Understanding agencies : agency relationships	161
7	Understanding the media	189
8	The changing communications environment	215
9	International marketing communications	249
10	Selling and sales management	289
11	Advertising	311
12	Sales promotions	355
13	Direct marketing	385
14	Publicity and public relations	443
15	Sponsorship	481
16	Exhibitions	503
17	Packaging	541
18	Merchandising	575
19	Word of mouth	589
20	e-Marketing	619
21	Corporate identity	653