This book is intended to help students and Managers understand more about the Theory and Practice of Marketing Communications Management. Preface, Acknowledgements, An Introduction to Marketing Communications, Communication Theory, The Communications Industry, An Introduction to Key Factor Analysis, Marketing Strategy, Buyer Information Processing, Buyer Decision-making Processes, Stakeholders, Intra organizational Issues, Marketing Research, Environmental Issues, Promotional Objectives and Positioning, Communication Strategy, Advertising Plans - Message Strategy, Advertising Plans - The Media, Advertising - Delivering Messages through Media Plans, Sales Promotion, Public Relations, Personal Selling, The Communication Spend: A Question of Appropriation, Evaluating the Promotional Program, Mini Cases.