Marketing communication: principles and practice

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Document Outline

• Book Cover
• Title
• Contents
• List of figures
• List of case studies
• List of boxes
• List of tables
• Structure of the book
• Preface
• An introduction to marketing communication
• A communication concept for communicating
• Consumer behaviour and communication
• Marketing communication ideology
• Managing with stakeholders in mind
• Intercultural communication
• The marketing mix as social communicator
• The brand communicator
• Selecting media for communicating
• Identity, image, and reputation
• Internal marketing communication
• Relationship marketing
• Integrated marketing communication
• Advertising as communicating
• Communication strategies and objectives
• Planning, evaluating, and controlling the marketing communication system and programme
• Professionalism
• Contemporary marketing communication, corporate communication, andthe future?
• Bibliography
• Index