Marketing communications / Lynne Eagle, Stephan Dahl, Barbara Czarnecka, and Jenny Lloyd.

Includes bibliographical references and index.

Marketing communications as a strategic marketing tool -- Introducing communication -- Ethical issues and current challenges -- Analyzing the integrated marketing communications environment -- Creativity and creativity tactics -- The IMC client/agency relationship -- And branding -- Traditional media -- Electronic, new and social media -- Emerging, hybrid media and experiential marketing -- Advertising -- Integrated campaign development : direct and database marketing, outdoor and point of purchase -- Integrated campaign development : marketing PR and sponsorship -- Integrated campaign development : personal selling and sales management, retail key account liaison, exhibitions and shows -- Evaluation and control : evidence of effectiveness and the challenge of measuring return on investment.