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Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to this subject. With a primarily academic orientation, three sections cover contextual issues, strategy and the elements of the promotional mix. Relationship marketing concepts underpin the integrated approach to communications. New to this edition: All chapters have been updated plus* Seven brand new chaptersBusiness-to-business marketing communications; Branding and the role of marketing communications; Interactive communications strategy; Online marketing communications; Marketing communication strategy and planning; Evaluation of marketing communications; Exhibitions, packaging and field marketing.* New mini-cases and exercises to consolidate learning and conclude each chapter* New colour plates and black & white exhibits of many leading brands to link theory & practice. Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, is recommended for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related pro mini-case studies, including all the recent CIM examination cases for the IMC module* download files, including an updated version of the Media chapter from the previous edition* multiple choice questions to develop learning* hyperlinks to pertinent and interesting web-sitesFor tutors: Instructors Manual to download containing:* a range of teaching schemes* key points about each chapter* PowerPoint Slides* exercises* additional …