Integrated Advertising, Promotion, and Marketing Communications

PART I. THE IMC FOUNDATION

1. Integrated Marketing Communications
2. Corporate Image and Brand Management
3. Buyer Behaviors
4. Promotions Opportunity Analysis

PART II. IMC ADVERTISING TOOLS

5. Advertising Management
6. Advertising Design: Theoretical Frameworks and Types of Appeals
7. Advertising Design: Message Strategies and Executional Frameworks
8. Advertising Media Selection

PART III. IMC PROMTIONAL TOOLS

9. Trade Promotions
10. Consumer Promotions
11. Personal Selling, Database Marketing, and Customer Relationship Management
12. Public Relations, Sponsorship Programs, and Regulations

PART IV. IMC INTEGRATION TOOLS

13. Internet Marketing
14. IMC for Small Businesses and Entrepreneurial Ventures
15. Evaluating an Integrated Marketing Program