Marketing Communications

Chapter Title			No. of Pages
Marketing Communications-An Overview	Chapter 1	Details/Summary	15
Consumer Buying Behavior	Chapter 2	Details/Summary	22
Modeling for Marketing Communication	Chapter 3	Details/Summary	12
Marketing Communication Planning Process	Chapter 4	Details/Summary	14
Marketing Communications Research	Chapter 5	Details/Summary	18
Advertising Objectives and Planning	Chapter 6	Details/Summary	14
Creative Strategy	Chapter 7	Details/Summary	21
Media Planning	Chapter 8	Details/Summary	16
Other Issues in Advertising	Chapter 9	Details/Summary	16
Mass Media Promotions	Chapter 10	Details/Summary	19
Outdoor Advertising	Chapter 11	Details/Summary	8
Sales Promotion Strategy	Chapter 12	Details/Summary	20
Personal Selling	Chapter 13	Details/Summary	14
Public Relations	Chapter 14	Details/Summary	15
Direct Marketing	Chapter 15	Details/Summary	15
Integrated Marketing Communications	Chapter 16	Details/Summary	12
Marketing Communications Budgeting	Chapter 17	Details/Summary	15
Measuring Promotional Performance	Chapter 18	Details/Summary	18
Global Marketing Communications	Chapter 19	Details/Summary	14
Brand Management	Chapter 20	Details/Summary	22
Ethical Issues in Marketing Communications	Chapter 21	Details/Summary	15