This textbook follows the advanced level syllabus in marketing Communications for the CIM syllabus. Approaching the subject of marketing from an international perspective the book features case studies and model documents and checklists. It covers the key areas of the marketing communications process, strategic alliances, integrated strategies, international marketing communications, and considers the future trends that are likely to emerge. The book includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs. Some of the wider issues of marketing communications, including the ethical, legal and financial aspects, are also considered.
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