目录
part i: principles endure in times of turmoil chapter 1. the new world of marketing communication chapter 2. integrated brand communication chapter 3. brand communication and society part ii: principle: be true to thy brand chapter 4. how brand communication works chapter 5. segmenting and targeting the audience chapter 6. strategic research chapter 7. strategic planning part iii: practice: where is creative headed? chapter 8. creative strategy chapter 9. copywriting chapter 10. visual communication part iv: practice: where are media heading? chapter 11. media basics chapter 12. traditional media chapter 13. digital media chapter 14. media planning and buying part v: practice: imc and total communication chapter 15. public relations chapter 16. direct-response chapter 17. promotions chapter 18. the imc umbrella chapter 19. evaluation of effectiveness
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