Text will not only be useful to the students of management especially those who intend to specialize in marketing, but also to marketing managers, advertising managers, public relations practitioners and many more in practice. It is expected that this humble presentation will serve them not as a text but as a practical guide to integrated marketing communications. The generic skills discussed will provide them a practical framework in the present era of competitive world of marketing, which is now much different than few decades ago.
Contents :
1. Business is Communication
2. Marketing Communications – A Preview
3. Communication − Concept and Process
4. Marketing Communications in the Marketing Process
5. Communication Model in Marketing
6. Integrated Marketing Communications
7. Facets of Integrated Marketing Communications
8. Communication Diffusion Process
9. Consumer Communications
10. Communication Mix
11. Communication Mix Vis-a-Vis Promotion Mix
12. Advertising Vis-a-Vis Communication
13. Advertising Communications
14. Advertising Budget
15. Advertising Agency
16. Creative Strategy
17. Copy Writing
18. Advertising Communication Research
19. Persuasive Communication
20. Exhibitions and Trade Events
21. Emerging Trends in Marketing Communications: A New Face
22. The Future Medium of Marketing Communications: Webs and Internet
