Paperback.

This text is based on practical experience of the marketing scene. It reviews the subject from the point of view that it is not concerned solely with promotion but with marketing as a whole, and the operations of marketing personnel at all levels. The book is the culmination of many years of study and practice of the subject, with quotations from, or references to, papers, books, articles and lectures by the author throughout the text. It also looks forward to the great changes which have or will occur, ranging from satellites to the European Single Market. This volume embraces the total span of marketing communications throughout the marketing strategy, and is written for all those involved in marketing, advertising, public relations, and sales promotion. The new syllabus for Marketing Communications published by the Chartered Institute of Marketing is covered in this book, and the text is tailored to the needs of lecturers and students of the Chartered Institute of Marketing Diploma, as well as students of the CAM and LCCI Marketing Paper.