Modern Marketing Communications

to Marketing Communications -- One Communications and the Marketing Mix -- 1 A Broader Look at the Marketing Mix -- 2 Communications in Relation to the Product Life Cycle -- 3 How Well do Names and Brands Communicate? -- 4 The Product Image and Packaging -- 5 How Does Price Communicate? -- 6 Corporate Identity -- Two Internal Communications -- 7 Internal Communications: Media and Methods -- 8 Sales Conferences -- 9 Sales Contests and Incentives -- 10 Communicating with Sales Staff -- Three Communicating with the Trade -- 11 Dealer Activities -- 12 Communicating with the Trade -- Four Communications with Customers -- 13 Consumer Behaviour -- 14 Market Education -- 15 The After Market -- Five Special Communication Techniques -- 16 Advertising -- 17 Sales Promotion -- 18 Direct Response Marketing -- 19 Public Relations -- 20 Sponsorships -- 21 Marketing Research -- Appendix I Bibliography -- Appendix II Associations and Educational Bodies -- Appendix III Syllabus for Marketing Communications, Chartered Institute of Marketing Diploma (as revised 1988).