2nd Edition
Marketing Communications
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
Biography
Lynne Eagle was Adjunct Professor at the University of Canterbury, New Zealand and at Charles Darwin University, Australia.
Barbara Czarnecka
is Associate Professor of Marketing at London South Bank University, UK.
Stephan Dahl
is Adjunct Associate Professor at James Cook University, Australia and at Charles Darwin University, Australia.
Jenny Lloyd
is Associate Professor of Marketing at the University of Warwick, UK.
