Essentials of Marketing Communications

Abstract

Brief Contents 1. Theories of Communication 2. The Communications Mix 3. Print Media Advertising 4. Active media, TV, radio and cinema 5. Outdoor advertising 6. Public relations and corporate image 7. Branding, packaging and merchandising 8. Managing exhibitions and trade events 9. Direct and database marketing 10.Sales promotion 11. Personal selling and sales management 12. Twenty-first century marketing communications

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