Table of Contents

Introduction to IMC and Communication Models and ProcessesMarketing Communication and Consumer BehaviourMarketing Communication Strategy and PlanningPositioning ObjectivesAdvertisingPublic RelationsDirect MarketingSales PromotionsElectronic and Social Media (ESM)Media DecisionsResponsible Marketing Communication

About the Author

Dr. Max Winchester - Head of Scholarship and Professional Learning, First Year College, Victoria University Peter Ling - Visiting Fellow, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore Dr. Lara Stocchi - Senior Lecturer in Marketing, College of Business, Government, and Law , Flinders University May O. Lwin - Professor, Wee Kim Wee School of Communication and Information, and Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences, Nanyang Technological University, Singapore Dr. Wonsun Shin - Senior Lecturer, School of Culture and Communication, and Co-Director, Master of Marketing Communications, University of Melbourne Hyunjin Kang - Assistant Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore