Essentials of marketing communications / Jim Blythe

Includes bibliographical references and index.

Theories of communication -- The communications mix -- Print media advertising -- Active media : TV, radio and cinema -- Outdoor advertising -- Public relations and corporate image -- Branding, packaging and merchandising -- Managing exhibitions and trade events -- Direct and database marketing -- Sales promotion -- Personal selling and sales management -- Twenty-first century marketing communications.

Essentials of Marketing Communications, 3rd edition gives students a concise overview of the strategic and tactical decision-making processes involved in marketing communications. It also links the current theories of marketing communications to consumer behaviour issues, as well as explaining how marketing communications works in the real world.

The text is ideal for those studying marketing communications for the first time.