Preface
Authors acknowledgements
Part 1. An introduction to marketing communications
Chapter 1. The scope of marketing communications
Chapter 2. Communication: theory, interactivity and influencers
Chapter 3. Understanding buyer behaviour and improving engagement
Chapter 4. How does marketing communications work?
Part 2. Managing marketing communications
Chapter 5. Marketing communications: strategies and planning
Chapter 6. Marketing communications: objectives and positioning
Chapter 7. Branding and marketing communications
Chapter 8. Integrated marketing communications
Chapter 9. Budgeting and evaluation
Part 3. The marketing communications mix
Chapter 10. Advertising: role, forms and strategy
Chapter 11. Public relations and sponsorship
Chapter 12. Direct marketing and sales promotion
Chapter 13. Brand: placement, experience and packaging
Chapter 14. Content: messages, credibility and creative approaches
Chapter 15. Media: principles, practice and formats
Chapter 16. Media planning: concepts and practices
Glossary and list of useful terms

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