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Chapter 1: Integrated Marketing Communications and Its Environment Chapter 2: Theoretical Underpinnings of Marketing Communications Chapter 3: Buyer Behaviour and Relationships Chapter 4: Managing the Marketing Communications Mix Chapter 5: The Marketing Communications Industry Chapter 6: Ethics and Corporate Social Responsibility in Marketing Communications Chapter 7: Advertising and Branding Chapter 8: Message Creation and Execution Chapter 9: Traditional Media: Characteristics and Planning Chapter 10: Digital Media: Interaction and Engagement Chapter 11: Sales Promotions Chapter 12: Direct Marketing Chapter 13: Public Relations Chapter 14: Corporate Communications Chapter 15: Sponsorship Chapter 16: Personal Selling Chapter 17: Marketing Research and Evaluation Chapter 18: International Marketing Communications
Paul Copley, PhD, is Senior Lecturer in Marketing and Programme Leader for the MSc Strategic Marketing programmes in the Newcastle Business School, Northumbria University, Newcastle. He served as an adviser to small firms and held management positions in marketing in a number of large firms. He has published articles in journals such as The Marketing Review, Marketing Intelligence and Planning, Industry and Higher Education and the Journal of Travel and Tourism Marketing as well as in business magazines and conference proceedings.