Marketing Communications

This new text is designed to give students a concise overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing communications.

Marketing Communications is ideal for use on undergraduate marketing courses as well as postgraduate MBAs.Each chapter begins with an overview of the chapter content followed by chapter objectives, and ends with a case study, case study questions, a summary of the chapter's key points, chapter questions, annotated suggestions for further reading, and a glossary.Features of the text:*Uses a mixture of UK, European, Australian and South-East Asian examples*Gives proper weighting to areas of the marketing mix other than advertising*Covers new areas such as electronic communication, sponsorship, semiotics and direct and database marketing Jim Blythe is a Senior Lecturer in Marketing at the University of Glamorgan Business School.