Includes bibliographical references and index.

Contents: 1. Introduction to marketing communications: Introducing marketing communications -- Communications: forms and conversations -- Audience insight: information processing and behaviour -- How marketing communications work -- 2. Managing marketing communications: Marketing commutations: strategy and planning -- Marketing commutations: objectives and positioning -- The communications industry: structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- 3. The marketing communications mix: Advertising: role, forms and strategy -- Public relations: principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media - principles and practice -- Social, search and other interactive media -- Media planning: reaching audiences --