International marketing communications Book

	Preface
	Acknowledgements
Pt. 1	The Management of International Marketing Communications	1
1	An introduction: basic terms and concepts	3
2	International marketing communications planning	21
3	Organizing the international marketing communication function	44
4	Information for international marketing communications	65
Pt. 2	The International Environment	83
5	Environmental conditions and constraints	85
6	Target audience behaviour and decision making	118
Pt. 3	Planning, Preparing and Evaluating International Marketing Communication Messages	137
7	Message strategy formulation	143
8	Message making and evaluating effectiveness	174
Pt. 4	Conventional Mass and Mail Media for International Marketing Communications	209
9	Newspapers, magazines, out-of-home and yellow pages	215
10	Television, radio and cinema	251
11	The medium of mail in marketing communications	283
12	Media planning, buying and evaluating effectiveness	309
Pt. 5	Sales Promotion, Public Relations and Packaging Media	359
13	Sales promotion	361
14	Public relations and packaging	395
Pt. 6	The Road Ahead	427
15	Current trends and future developments	429
	Index	449