Summary: The author provides a comprehensive framework which will enable practitioners and students alike, to understand both individual elements of the marketing communications mix, and their collective combinations, incorporating practical tips and short case studies. Second revised edition.

Includes bibliographical references and index.

Marketing and the integrated communications mix -- The marketing communications plan -- Communication theory -- Buying behavior -- Understanding markets -- market research -- Understanding agencies -- agency relationships -- Understanding the media -- The changing communications environment -- International marketing communications -- Selling and sales management -- Advertising -- Sales promotions -- Direct marketing -- Publicity and public relations -- Sponsorship -- Exhibitions -- Corporate identity -- Packaging -- Merchandising -- Word of mouth -- The Internet.