Marketing Communications

This latest edition has been thoroughly updated and revised. New short cases, statistics and communications techniques, updated ‘shock' stories, fresh illustrations and photographs all combine to bring the book right up to date with the current international business scene. In this edition, Jonathan Taylor has worked as a contributor to bring fresh insight, drawing on his high-profile ad agency experience.

New major features of this third edition are:

• fresh content to meet the needs of the new CIM syllabus;
• a new e-marketing chapter;
• online lecture support materials in the form of pre-prepared PowerPoint lectures.

Maintaining the lively style of previous editions, this new edition is packed with visuals, practical tips and useful insights. The cases and examples are drawn from a diverse range of organizations and show successful solutions in action.

Contents

• Foreword
• Acknowledgements
• How to use this book

• 1 Marketing and the integrated communications mix 3
• 2 The marketing communications plan 29
• 3 Communications theory 69
• 4 Buying behaviour 87
• 5 Understanding markets - market research 119
• 6 Understanding agencies - agency relationships 153
• 7 Understanding the media 181
• 8 The changing communications environment 205
• 9 International marketing communications 235

• 10 Selling and sales management 275
• 11 Advertising 297
• 12 Sales promotions 337
• 13 Direct marketing 363
• 14 Publicity and public relations 415
• 15 Sponsorship 451
• 16 Exhibitions 473
• 17 Packaging 509
• 18 Merchandising 541
• 19 Word of mouth 555
• 20 E-marketing 579
• 21 Corporate identity 603
• Index 629