includes index

"Part 1 : The IMC foundation -- integrated marketing communications -- corporate image and brand management -- buyer behaviors -- promotions opportunity analysis -- Part 2 : advertising management -- advertising design : theoretical frameworks and types of appeals -- advertising design : message strategies and executional frameworks -- advertising media selection -- Part 3 : IMC promotional tools -- trade promotions -- consumer promotions -- personal selling, database marketing, and customer relationship management -- public relations, sponsorship programs, and regulations -- Part 4 : IMC integration tools -- internet marketing -- IMC for small businesses and entrepreneurial ventures -- evaluating an integrated marketing program"