Marketing Communications

<div class="c-section-headers-number-list_container"> <h4 class="h5">Preface</h4> <h4 class="h5">Acknowledgements</h4> <p><strong>Part 1 An introduction to marketing communications</strong></p> <ol> <li>The scope of marketing communications</li> <li>Communication: theory, interactivity and influencers</li> <li>Understanding buyer behaviour and improving engagement</li> <li>How does marketing communications work?</li> </ol> <p><strong>Part 2 Managing marketing communications</strong></p> <ol start="5"> <li>Marketing communications: strategies and planning</li> <li>Marketing communications: objectives and positioning</li> <li>Branding and marketing communications</li> <li>Integrated marketing communications</li> <li>Budgeting and evaluation</li> </ol> <p><strong>Part 3 The marketing communications mix</strong></p> <ol start="10"> <li>Advertising: role, forms and strategy</li> <li>Public relations and sponsorship</li> <li>Direct marketing and sales promotion</li> <li>Brand: placement, experience and packaging</li> <li>Content: messages, credibility and creative approaches</li> <li>Media: principles, practice and formats</li> <li>Media planning: concepts and practices</li> </ol> <h4 class="h5">Author index</h4> <h4 class="h5">Subject index</h4> <h4 class="h5">Credits</h4> </div>