Marketing Communications : a brand narrative approach

Part 1: Introduction to Marketing Communications. Chapter 1 Introduction to Marketing Communications. Chapter 2 How Marketing Communications Works. Part 2 Analysis and Planning for Marketing Communications. Chapter 3 Analysis of Target Markets. Chapter 4 Marketing Communications Effects and Objectives. Chapter 5 Marketing Communications Strategy and Planning. Chapter 6 Strategic Positioning. Chapter 7 Tactics and Techniques of Positioning Part 3 Implementation and Control of Marketing Communications. Chapter 8 Building Brand Equity. Chapter 9 Brand Narrative and Relational Management. Chapter 10 The Marketing Communications Mix. Chapter 11 Advertising Strategy. Chapter 12 Advertising Creativity. Chapter 13 Media Concepts and Media Planning. Chapter 14 Public Relations and Hybrid Marketing Communications. Chapter 15 Sales and Sales Promotion. Chapter 16 Beyond Traditional Marketing Communications. Chapter 17 Evaluating Marketing Communications.