CONTENTS

PART I                   FUNDAMENTALS OF MARKETING COMMUNICATIONS 1-4

PART II                  ANALYZING THE MARKET 5-7

PART III                SETTING PROMOTIONAL OBJECTIVES AND APPROPRIATIONS 8-9

PART IV               ADVERTISING 10-12

PART V                 SALES PROMOTION STRATEGY 13-14

PART VI                PERSONAL SELLING 15-16

PART VII               OTHER FORMS OF PROMOTIONAL STRATEGY 17-18

PART VIII             COORDINATION AND CONTROL 19-21

PART IX                EPILOGUE 22