Part 1: Introduction and social issues -- Integrated marketing communications -- Ethics and social responsibility in marketing communications -- Part 2: The integrated communications foundation -- Promotions opportunity analysis -- Corporate image and brand management -- Consumer buyer behaviors -- Business-to-business buyer behaviors -- Part 3: Advertising -- Advertising management -- Advertising media selection -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Part 4: Promotional mix -- Trade promotions -- Consumer promotions -- Personal selling -- Part 5: Communication tools -- Public relations and sponsorship programs -- Database and direct-marketing programs -- Internet marketing -- Evaluating and integrated marketing program

Chulalinet's Book Delivery Request