Essentials of marketing communications (2^nd Ed.)

This is the second edition of Essentials of Marketing Communications, a text designed to give students a concise overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing communications. Essentials of Marketing Communications is an ideal text for those studying marketing communications for the first time. It links the current theories of marketing communications to consumer behaviour issues as well as explaining how marketing communications works in practice.

1. The communications theory
2. The communications mix
3. Press advertising
4. Broadcast media
5. Outdoor advertising
6. PR and sponsorship
7. Packaging, merchandising and word-of-mouth
8. Managing exhibitions and trade shows
9. Direct and database marketing
10. Sales promotion
11. Sales management
12. Current issues in marketing communications