Marketing communication : an integrated approach

Integrated marketing communication: past, present and future -- Factors influencing marketing communication decisions -- Marketing communication planning and campaign tactics -- Persuasive communication -- Advertising -- Advertising creativity -- Advertising media and media planning -- Personal selling -- Shopper marketing -- Direct response and database marketing -- Public relations and word-of-mouth management -- Sponsorship and event marketing -- Alternative communication channels -- Digital media marketing -- Evaluating the effectiveness of the IMC tools.