| Part I How Brands are Built |
| Chapter 1 The Marketing Communication Functions and IMC |
| Chapter 2 Marketing Communication Partners and Organization |
| Chapter 3 Brands and Stakeholder Relationships |
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| Part II Basic MC Strategies for Building Brands |
| Chapter 4 Integrating the Brand Communication Process |
| Chapter 5 Customer Brand Decision Making |
| Chapter 6 Advertising and IMC Planning |
| Chapter 7 Segmenting, Targeting and Positioning |
| Chapter 8 Data-Driven Communications |
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| Part III Creating, Sending, and Receiving Brand Message |
| Chapter 9 Advertising and IMC Creative Strategies |
| Chapter 10 Creative Executions |
| Chapter 11 Advertising and IMC Media |
| Chapter 12 Internet and e-Commerce |
| Chapter 13 Advertising and IMC Media Planning |
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| Part IV The Marketing Communication Functions |
| Chapter 14 Consumer Promotional and Packaging |
| Chapter 15 Channel Marketing and Trade Promotion |
| Chapter 16 Personal Selling |
| Chapter 17 Public Relations and Brand Publicity |
| Chapter 18 Integrated Direct Marketing |
| Chapter 19 Customer Service, Trade Shows, Events and Sponsorships |
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| Part V The Big Picture |
| Chapter 20 Social, Legal, and Ethical Issues in Marketing Communications |
| Chapter 21 International IMC |
| Chapter 22 Effectiveness Measurements and Evaluations |
2005 McGraw-Hill Higher Education