Ouwersloot, Hans. creator Duncan, Tom text London McGraw-Hill c2008 European ed. monographic xviii, 523 pages : Illustrations ; Marketing communication builds brands -- Brands and brand relationships -- Touch points: brand communication at work -- Consumer response -- IMC planning -- Creative message strategies -- Message execution -- Media characteristics -- The Internet and interactivity -- Media planning -- Building the brand: product placements, events, sponsorships and packaging -- Publicity and public relations -- Sales promotion -- Personal selling -- Direct marketing and customer service: the dialogue builder -- Social, ethical and legal issues -- International marketing communication -- Measurement, evaluation and effectiveness. Includes index. Communication in marketing Marketing HF 5415.123 OUW 9780077111205 0077111206