Marketing Communications Engagement, Strategies And Practice Book

1	Introduction to marketing communications	7
2	Communication theory	35
3	The marketing communications industry	63
4	Ethics in marketing communications	88
5	Understanding how customers process information	117
6	Customer decision-making	149
7	How marketing communications might work	177
8	Stakeholders : supply chains and interorganisational relationships	202
9	Marketing : relationships and communications	232
10	The impact of technology on marketing communications	260
11	Integrated marketing communications	295
12	Marketing communications : strategies and planning	324
13	Marketing communications : objectives and positioning	360
14	Branding and the role of marketing communications	392
15	Corporate identity, reputation and branding	423
16	Financial resources for marketing communications	447
17	Evaluating marketing communications	471
18	Advertising and strategy	507
19	Advertising messages and creative approaches	529
20	Traditional media	554
21	Online and interactive media	580
22	Media behaviour and planning : delivering the message	607
23	Sales promotion : principles and approaches	634
24	Sales promotion : methods and techniques	654
25	Public relations	679
26	Sponsorship	712
27	Direct marketing	734
28	Personal selling	761
29	Exhibitions, product placement, field marketing and packaging	793
30	Marketing communications across borders	815
31	Business-to-business marketing communications	841
32	Internal marketing communications	869