目录

Part I: Principles Endure In Times of Turmoil Chapter 1. The New World of Marketing Communication Chapter 2. Integrated Brand Communication Chapter 3. Brand Communication and Society Part II: Principle: Be True to Thy Brand Chapter 4. How Brand Communication Works Chapter 5. Segmenting and Targeting the Audience Chapter 6. Strategic Research Chapter 7. Strategic Planning Part III: Practice: Where is Creative Headed? Chapter 8. Creative Strategy Chapter 9. Copywriting Chapter 10. Visual Communication Part IV: Practice: Where Are Media Heading? Chapter 11. Media Basics Chapter 12. Traditional Media Chapter 13. Digital Media Chapter 14. Media Planning and Buying Part V: Practice: IMC and Total Communication Chapter 15. Public Relations Chapter 16. Direct-Response Chapter 17. Promotions Chapter 18. The IMC Umbrella Chapter 19. Evaluation of Effectiveness

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