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Tables of Contents for Introduction to Marketing Communications
Chapter/Section Title
Page #
Page Count
Preface
xxvii
Part I Understanding IMC
1
125
1 Marketing Communication
1
27
2 The Marketing Mix and IMC
28
32
3 Organizing for Integrated Marketing Communications
60
30
4 Marketing Communication Strategy and Planning
90
36
Part II The IMC Situation
126
150
5 The Sociocultural Environment
126
36
6 Decision Making in the New Marketplace
162
38
7 The Legal, Ethical, and Global Environment
200
40
8 The Marketing Communication Process
240
36
Part III The Tools of IMC
276
194
9 Advertising
276
34
10 Sales Promotion
310
32
11 Public Relations
342
34
12 Communicating Through Direct Marketing
376
36
13 Personal Selling
412
26
14 Marketing Communication that Crosses the Lines
438
32
Part IV Media of IMC
470
82
15 IMC Media
470
42
16 Developing the Media Plan
512
40
Part V Putting IMC Together
552
17 Developing the IMC Appropriation
552
30
18 Measuring IMC Performance
582
38
19 Campaign Planning
620