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This is the second edition of Essentials of Marketing Communications, a text designed to give students a concise overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing communications. Essentials of Marketing Communications is an ideal text for those studying marketing communications for the first time. It links the current theories of marketing communications to consumer behaviour issues as well as explaining how marketing communications works in practice. - Clear and accessible writing style - Real-life, up-to-date case studies with case study questions - End-of-chapter questions - Annotated suggestions for further reading