Promotion and Integrated Marketing Communications covers all aparts of promotion in 15 chapters. This enables the text to be used comfortably in a single term. It also allows instructors the flexibility to incorporate their own readings and activities.



This book offers the most up-to-date coverage on the newest parts of the promotion mix, including complete chapters on Internet Advertising and Direct marketing and e-Commerce.



Table of Contents



PART 1: PLANNING THE PROMOTIONAL AND INTEGRATED MARKETING COMMUNICATIONS.

1. Introduction to Promotion and Integrated Marketing. 2. The Promotion Industry: Structure, Agencies and Communication Processes. 3. Promotion and IMC Planning and Strategy. Appendix. The Launch of Cincinnati Bell Wireless: An Integrated Marketing Communications Success Story.



PART 2: RESEARCHING THE MARKET AND ENVIRONMENT FOR PROMOTION AND IMC.

4. Understanding the Market Environment: Segmenting, Targeting, and Positioning. 5. Understanding Buyer Behavior and Communication Processes. 6. The Regulation of Promotion and Ethical Issues. 7. International Market Practices in Promotion and IMC.



PART 3: THE TOOLS OF PROMOTION AND IMC.

8. Advertising: Message and Media Strategies. 9. Internet Advertising. 10. Direct Marketing and E-Commerce. 11. Sales Promotion: Consumer, Trade, and Business Market Techniques. 12. Sponsorship, Point-of-Purchase, and Supportive Communications. 13. Public Relations and Corporate Advertising. 14. Personal Selling and Sales Management.



PART 4: EVALUATION AND MESASURING EFFECTIVENESS OF PROMOTION AND IMC. 15. Measuring the Effectiveness of Promotion and IMC.