The book is needed. At a time when courses in marketing communications and promotional management are multiplying, i.e. not only the typical CAM course and CIM Marketing Diploma modules, but also many other courses offered at UK institutions at both undergraduate and postgraduate levels, it is time for a good quality UK-generated textbook to be made available in order to satisfy student demand. The new approach, adopted in this text, has been indicated above. There has been a determination throughout to use the latest research findings from the marcoms domain and to present these in an attractive and readable format to students who are required to read, understand and apply the principles involved. The book is designed with the following groups in mind:
- CAM (Communications, Advertising, Marketing (and Education) Foundation Diploma students (CAM Diploma in Marketing)
- CIM (Chartered Institute of Marketing) students considering or studying the marketing communications subject
- undergraduate students studying for a BA/BSc in Marketing or courses in which Marketing Communications plays a prominent role, either as a stream of study, or as a specialist option
- postgraduate students studying for a direct qualification in Marketing (MA, Mphil, MSc) or for courses where Marketing Communications is offered as a specialist stream or as an elective (i.e. MA, MSc, Mphill, MBA or other functional management courses)
- as additional reading for students registered for PhDs in the Marketing Communication field
- also suitable for practitioner reading
1. Introduction And Overview Of Marketing Communications
2. The Role And Function Of Marketing Communications In Organizations
3. The Evolution Of Marketing And Marketing Communications: Principles And Practice
4. Planning The Marketing Communications Process
5. The Need For Analysis As Part Of The Planning And Implementation Process
6. The Organizational Context Of Marketing Communications
7. The Drive For Integrated Marketing Communications
8. Audience And Environment: Measurement And Media
9. The Communications Process And The Semiotic Boundary
10. CPM/HEM Models Of Information Processing
,etc.