includes index

Contents: Part 1: The background to the communications process -- marketing and the integrated communications mix -- the marketing communications plan -- communication theory -- buying behaviour -- understanding markets - market research -- understanding agencies - agency relationships -- understanding the media -- the changing communications environment -- international marketing communications -- Part 2: The marketing communication tools -- selling and sales management -- advertising -- sales promotions -- direct marketing -- publicity and public relations -- sponsorship -- exhibitions -- packaging -- merchandising -- word of mouth -- e-marketing -- corporate identify.