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Text will not only be useful to the students of management especially those who intend to specialize in marketing, but also to marketing managers, advertising managers, public relations practitioners and many more in practice. It is expected that this humble presentation will serve them not as a text but as a practical guide to integrated marketing communications. The generic skills discussed will provide them a practical framework in the present era of competitive world of marketing, which is now much different than few decades ago. Contents : 1. Business is Communication 2. Marketing Communications - A Preview 3. Communication − Concept and Process 4. Marketing Communications in the Marketing Process 5. Communication Model in Marketing 6. Integrated Marketing Communications 7. Facets of Integrated Marketing Communications 8. Communication Diffusion Process 9. Consumer Communications 10. Communication Mix 11. Communication Mix Vis-a-Vis Promotion Mix 12. Advertising Vis-a-Vis Communication 13. Advertising Communications 14. Advertising Budget 15. Advertising Agency 16. Creative Strategy 17. Copy Writing 18. Advertising Communication Research 19. Persuasive Communication 20. Exhibitions and Trade Events 21. Emerging Trends in Marketing Communications: A New Face 22. The Future Medium of Marketing Communications: Webs and Internet
