NEW HOWEVR MAY HAVE SOME MINOR MARKS OR SCRATCHES Written by practitioners and academic experts specifically for the South African market, Marketing Communications in Practice is essential reading for students, marketing personnel and anyone seeking insight into the dynamic world of marketing. This book demonstrates that when you integrate the key elements of the promotional mix – advertising, personal selling, sales promotion, direct marketing and public relations – you build a powerful communications strategy. It combines a practical approach with the latest theory, is user-friendly and interactive in presentation, and explores the value of the Internet as an effective marketing communications tool. Contents Include: • The integrated marketing communication mix • Principles of communication • The nature and scope of advertising • Planning the advertising • Advertising creativity • Advertising media • Principles of personal selling • Personal selling in practice • Principles of sales promotion • Sales promotion in practice • Principles of direct marketing • Direct marketing in practice • Principles of public relations • Public relations in practice • Evaluating the marketing communications mix efforts • Media in the 21st century Of Interest and Benefit to: • Marketing students at all public and private higher education institutions and business schools • Marketing managers and their personnel • Advertising students and practitioners • Communications students and practitioners • Organisational public relations managers and personnel Key Benefits: • The first South African text covering all aspects of the promotional mix • Integrates a practical approach with the latest theory • User-friendly • Incorporates study objectives and self-evaluation • New chapter on media in the twenty-first century