Marketing Communications: Interactivity, Communities and Content, 5th Edition

 Content: Part 1: Introduction to Marketing Communications An Introductory Case Study  Chapter 1. An Introduction to Marketing Communications Chapter 2. Communication Theory Chapter 3. The Marketing Communications Industry Chapter 4. Ethics in Marketing Communications Part 2: Understanding How Marketing Communications Works Chapter 5. Understanding How Customers Process Information Chapter 6. Customer Decision-making Chapter 7. Marketing, Relationships and Communications  Chapter 8. How Marketing Communications Might Work  Part 3: Managing Marketing Communications Chapter 9. Integrated Marketing Communications  Chapter 10. Marketing Communications: strategies and planning Chapter 11. Marketing Communications: objectives and positioning  Chapter 12. Branding and the Role of Marketing Communications  Chapter 13. Managing Corporate Reputation: identity and branding  Chapter 14. Financial Resources for Marketing Communications Chapter 15. Evaluating Marketing Communications Part 4: The Tools of Marketing Communications  Chapter 16. Advertising and Strategy Chapter 17. Messages, Content and Creative Approaches Chapter 18. Sales Promotion: principles and techniques Chapter 19. Public Relations Chapter 20. Sponsorship Chapter 21. Direct Marketing Chapter 22. Personal Selling Chapter 23. Exhibitions, Product Placement, Field Marketing and Packaging  Part 5: The Media and Marketing Communications Chapter 24. Traditional Media  Chapter 25. Digital Media Chapter 26. Interactive Marketing Communications Chapter 27. Media Behaviour and Planning: delivering the message  Part 6: Marketing Communications for Special Audiences Chapter 28. Marketing Communications Across Borders Chapter 29. Business-to-Business Marketing Communications Chapter 30. Internal Marketing Communications