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This friendly and assessable textbook will introduces to the core concepts of Marketing Communications Management covering everything from the importance of an integrated marketing communications, which includes a blend of sales promotion, advertising management, direct marketing, PR, corporate communications, social media, sponsorship, product placement, and much more. The textbook is supported by a host of excellent learning features, including chapter introductions explaining the relevance of topics in the real world and snap shot case studies showing how theory is applied to practice across sectors, for big businesses like Groupon, E-Harmony, Lynx, and BMW and for SMEs and not-for-profit organisations. Stop Points throughout the chapters encourage students to start thinking like a marketing communications manager while assignments challenge their understanding of theory and its application. Visit the companion website to take advantage of additional resources including extended case studies, outline answers to chapter discussion and mini case questions, PowerPoint slides and outline responses assignment tasks.
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