Chapter 1 The marketing context; Chapter 2 Planning your marketing communications; Chapter 3 Above the line communication methods; Chapter 4 Below the line communication methods; Chapter 5 Public relations - more than just a goodwill exercise; Chapter 6 Managing implementation; Chapter 7 Building the relationship over time; Chapter 8 Communication planning and implementation in the real world - case studies that will challenge your ability to really 'do it'!;
Cathy Ace
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