Description: 1. Marketing Communications: An Introductory Perspective. PART ONE: CONTEXTS 2. Communication Theory 3. Ethical Issues in Marketing Communications. 4. Buyer Information Processing. 5. Buyer Decision Making. 6. Networks and Stakeholders. 7. The Communications Industry. 8. The Environment. 9. Marketing Research. 10. Goals, Intentions and Targets. 11. Internal Marketing. 12. Resources. PART TWO: CONTENTS 13. How Advertising Works? 14. Advertising Messages. 15. Media. 16. Media Planning. 17. Evaluating Advertising. 18. Sales Promotion. 19. Sales Promotion Techniques. 20. Public Relations. 21. Sponsorship. 22. Personal Selling. 23. Direct Marketing and Interactive Communications. PART THREE: STRATEGIES 24. Developing Objectives and Positioning. 25. Communication Strategies to Reach Consumers. 26.Communication Strategies for Intermediaries. 27. Corporate Communication Strategies. 28. Marketing Communications Across Borders. 29. Integrated Marketing Communications. 30. Developing Marketing Communication Plans.

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