Introduction -- Moving from control to collaboration -- Controlling communication and case studies -- Collaborative … communication and case studies -- Tips, tools, and resources to move from control to collaboration -- Moving from top-down to upward … communication -- Top-down communication and case studies -- Upward communication and case studies -- Tips, tools, and resources to …

, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour … relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing …