Marketing Communications

Contents

Foreword                                           vii
 Acknowledgements                                   ix 
 How to use this book                               xiii
 PART 1  BACKGROUND TO THE COMMUNICATIONS PROCESS   3  
 1  Marketing and the integrated                  3  
 communications mix
 2  The marketing communications plan             31 
 3  Communication theory                          69 
 4  Buying behaviour                              85 
 5  Understanding markets -- market research      113
 6  Understanding agencies -- agency              141
 relationships
 7  Understanding the media                       167
 8  The changing communications environment       187
 9  International marketing communications        213
 PART 2  THE MARKETING COMMUNICATION TOOLS          247
 10  Selling and sales management                 247
 11  Advertising                                  267
 12  Sales promotions                             295
 13  Direct marketing                             323
 14  Publicity and public relations               359
 15  Sponsorship                                  385
 16 Exhibitions                                   405
 17  Corporate identity                           439
 18  Packaging                                    465
 19  Merchandising                                495
 20  Word of mouth                                509
 21  The Internet                                 533
 Index                                              587