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Marketing Communications Management
Second Edition
by
Paul Copley
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Student Resources
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
Glossary
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