Includes bibliographical references (p. 628) and index.

Contents: The Background to the communications process -- Marketing and the integrated communications mix -- The Marketing communications plan -- Communications theory -- Buying behaviour -- Understanding markets - market research -- Understanding agencies - agency relationships -- Understanding the media -- The Changing communications environment -- International marketing communications -- The Marketing communication tools -- Selling and sales management -- Advertising -- Sales promotions -- Direct marketing -- Publicity and public relations -- Sponsorship -- Exhibitions -- Packaging -- Merchandising -- Word of mouth -- E-marketing -- Corporate identity.