This book is divided into seven major parts. In Part One we examine the role of advertising and promotion in marketing and introduce the concept of integrated marketing. The concepts of IMC and the factors that have led to its growth are discussed. Each of the promotional mix elements is defined, and an IMC planning model shows the various steps in the promotional planning process. This model provides a framework for developing the integrated marketing communications program and is followed throughout the text.

Part One Introduction to Integrated Marketing Communications
Part Two Integrated Marketing Program Situation Analysis
Part Three Analyzing the Communication Process
Part Four Objective and Budgeting for Integrated Marketing
Communications Programs
Part Five Developing the Integrated Marketing Communications
Program
Part Six Monitoring, Evaluation, and Control
Part Seven Special Topics and Perspectives