Essentials of marketing communications

Subject: "Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles, theories and practice of marketing communications. Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. The first part of the book explores the core concepts associated with communication and audience behaviour. The second considers issues linked with managing marketing communications campaigns and activities, before the third and final part, which considers the tools, media and messages that make up the marketing communications mix. Key features of the book : Case studies illustrate marketing communications in practice ; "Viewpoint" boxes stimulate discussion and include questions and tasks to encourage you to apply your knowledge ; Up-to-date coverage of digital and interactive media and the impact it is having on marketing communications. The book is the essential companion for undergraduate and postgraduate students studying marketing communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by The Chartered Institute of Marketing."--P. [4] of coverPart One: Introduction to Marketing Communications -- Chapter 1. The Scope of Marketing Communications -- Chapter 2.Communication: interactivity & conversations -- Chapter 3. Audiences: attitudes, behaviour & decision making -- Part Two. Managing Marketing Communications -- Chapter 4. Strategies, objectives and positioning -- Chapter 5. Integration and Planning -- Chapter 6. Branding, Budgeting & Evaluation -- Chapter 7. Agencies: Practice, Regulation & International Communications -- Chapter 8. Shaping Relationships with Marketing Communications -- Part Three. The Marketing Communications Mix -- Chapter 9. Advertising -- Chapter 10. Public Relations and Sponsorship -- Chapter 11. Direct Marketing and Personal Selling -- Chapter 12. Sales Promotion, Exhibitions and Product Placement -- Chapter 13. Media: conventional and digital -- Chapter 14. Interactive Marketing Communications -- Chapter 15. Content: credibility, messages and creative approaches