Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Illustrated by numerous case vignettes, the book draws on the opinions, views, expertise and understanding of a large number of authors/contributors, who are recognised experts in their respective domains. Marketing Communications explores an area of exciting diversity and significant growth, especially as the 21st century unfolds. This is a comprehensive book, with excellent coverage of all key functional areas - from advertising to direct marketing, from marketing public relations to the Internet. But it also contains key theoretical chapters - from information processing to elaboration likelihood, from audience analysis to measuring the success rate.
1. Introduction and Overview of Marketing Communications.
2. The Role and Function of Marketing Communications in Organisations.
3. The Evolution of Marketing and Marketing Communications - Principles and Practice.
4. Planning the Marketing Communications Process - Managerial Paradigm.
5. The Need for Analysis as Part of the Planning and Implementation Process.
6. Marketing Communications - Organisational Context.
7. The Drive for Integrated Marketing Communications.
8. Audience and Environment: Measurement and Media.
9. The Communications Process and the Semiotic Boundary.
10. CIP/Hem Models of Information Processing.
11. The Elaboration Likelihood Model of Persuasive Communication.
12. Adoption and Diffusion Processes.
13. Environmental Issues in Marketing Communications.
14. Marketing Communications Renaissance - A Time for Perfection.
15. Marketing Communications Activities.
16. Advertising.
17. Sales Promotion.
18. Direct Marketing.
19. Personal Selling - Management and Organisation.
20. Marketing Public Relations.
21. Sponsorship.
22. Internet (International Context).
23. Relationship Marketing.
24. The Relationship Among Advertisers, Agencies Media and Target Audiences.
25. The Argument for Advertising Agency Remuneration.
26. Measuring the Success Rate: Evaluating the Marketing Communications Process and Marcom Programmes.
27. Developing a Research Framework: Hints and Guides for Dissertations.
28. Role and Function - Principles and Practice Revisited.
Bibliography.
Index.
