Copley, Paul <br/><br/>
Marketing communications management :  analysis, planning, implementation / 
Paul Copley 
 - 2nd ed. 
 - xvi, 464 p. :  ill. ;  27 cm. 
<br/><br/>Integrated marketing communications and its environment --  Theoretical underpinnings of marketing communications --  Buyer behaviour and relationships --  Managing the marketing communications mix --  The marketing communications industry --  Ethics and corporate social responsibility in marketing communications --  Advertising and branding --  Message creation and execution --  Traditional media: characteristics and planning --  Digital media: interaction and engagement --  Sales promotions --  Direct marketing --  Public relations --  Corporate communications --  Sponsorship --  Personal selling --  Marketing research and evaluation --  International marketing communications. 
<br/><br/> 'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style. You are encouraged to participate in the almost distance-learning approach and via the innovative and thought provoking "stop-points" - Martin Evans, Senior Fellow, Cardiff Business School. 
<br/><br/><label>ISBN: </label>9780857027870 
<br/><br/><label>LCCN: </label>2013956531 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing<br/>Marketing--Management<br/>Communication in marketing--Textbooks<br/>Marketing--Management--Textbooks