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Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets.
List of contents
1. Marketing communications as a strategic marketing tool 2. Introducing communication 3. Ethical issues and current challenges 4. Analysing the integrated marketing communications environment 5. Creativity and creativity tactics 6. The IMC client-agency relationship 7. IMC and branding 8. Traditional media 9. Electronic, new and social media 10. Emerging, hybrid media and experiential marketing 11. Integrated campaign development: Advertising 12. Integrated campaign development: Sales promotion 13. Integrated campaign development: Direct and database marketing, outdoor and point of purchase 14. Integrated campaign development: marketing PR and sponsorship 15. Integrated campaign development: Personal selling and sales management, retail key account liaison, exhibitions and shows 16. Marketing Communications for not-for-profit audiences: Social marketing and political marketing 17. Marketing communications in a global marketplace 18. Evaluation and control: Evidence of effectiveness and the challenge of measuring return on investment
About the author
Lynne Eagle was Adjunct Professor at the University of Canterbury, New Zealand and at Charles Darwin University, Australia.
Barbara Czarneckais Associate Professor of Marketing at London South Bank University, UK.
Stephan Dahlis Adjunct Associate Professor at James Cook University, Australia and at Charles Darwin University, Australia.
Jenny Lloydis Associate Professor of Marketing at the University of Warwick, UK.
Summary
Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets.
