Essentials of Marketing
Communications
2nd Edition

By Jim Blythe
Financial Times / Prentice Hall
December 2003
ISBN: 0-273-65858-1
267 Pages, 7 ½" x 9 ¾"
$72.50 Paper Original

OUT OF PRINT

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This is the second edition of this text and is designed to give students a concise overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing communications. This is an ideal text for those studying marketing communications for the first time.

It links the current theories of marketing communications to consumer behavior issues as well as explaining how marketing communications works in practice. - Clear and accessible writing style - Real-life, up-to-date case studies with case study questions - End-of-chapter questions - Annotated suggestions for further reading. About the Author: Jim Blythe is a Reader in Marketing at the University of Glamorgan Business School in the UK and is the author of numerous texts in marketing. He also has wide experience in consultancy work.

Contents
1. The communications theory 2. The communications mix 3. Press advertising 4. Broadcast media 5. Outdoor advertising 6. PR and sponsorship 7. Packaging, merchandising and word-of-mouth 8. Managing exhibitions and trade shows 9. Direct and database marketing 10. Sales promotion 11. Sales management 12. Current issues in marketing communications

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