1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of … Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4 … Marketing Communications practice: Evidence from rural and community banks -- 7. Exploring Drivers of Performance in Advertising …

Purpose – Presents an overview of how traditional marketing communications have changed, and discusses the importance … of Integrated Marketing Communications (IMC). Design/methodology/approach – The author discusses how changing market … Integrated Marketing Communications and features case studies on four Swedish companies which fail to embrace new marketing …