Table of Contents

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