Economics (Paperback, Global ed of 10th revised ed)

Part I: Principles Endure In Times of Turmoil
Chapter 1. The New World of Marketing Communication
Chapter 2. Integrated Brand Communication
Chapter 3. Brand Communication and Society

Part II: Principle: Be True to Thy Brand
Chapter 4. How Brand Communication Works
Chapter 5. Segmenting and Targeting the Audience
Chapter 6. Strategic Research
Chapter 7. Strategic Planning

Part III: Practice: Where is Creative Headed?
Chapter 8. Creative Strategy
Chapter 9. Copywriting
Chapter 10. Visual Communication

Part IV: Practice: Where Are Media Heading?
Chapter 11. Media Basics
Chapter 12. Traditional Media
Chapter 13. Digital Media
Chapter 14. Media Planning and Buying

Part V: Practice: IMC and Total Communication
Chapter 15. Public Relations
Chapter 16. Direct-Response
Chapter 17. Promotions
Chapter 18. The IMC Umbrella
Chapter 19. Evaluation of Effectiveness