Yeshin T. Integrated Marketing Communications: The Holistic Approach

Oxford: Butterworth-Heinemann, 2007. — 371 p.Marketing communications - an overview.
Understanding the marketplace.
Product and service strategies.
The integration of marketing communications.
Managing the marketing communications mix.
Choosing and using marketing communications agencies.
Advertising.
The development of advertising.
Media and media planning.
Sales promotion.
Direct marketing.
Public relations.
Sponsorship and product placement.
Corporate communications.
International marketing communications.
Future developments in marketing communications.