Marketing Communications : An Integrated Approach (2nd ed)

This work provides a comprehensive framework within which students and practitioners can understand the individual elements of the communications marketing mix, and their collective combination.

The first part helps readers to write their own marketing communications plan, consider the international implications, and understand the fundamental theories of communication and buyer behaviour.

The second section deals with the communications tools such as sales promotion, packaging, direct marketing and so on.

This work includes visuals, practical tips and short case studies, and examples show successful solutions created by organizations in both industrial and consumer markets. This is a recommended text for CIM's Advanced Level Diploma.