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目次

Introduction: Marketing Communication in the New Millennium; PART I: NEWAPPROACHES TO MARKETING COMMUNICATION; 1. New Trends in the Promotion ofCompanies and Brands to Stakeholders: A Holistic Approach; 2. Past, Current,and Future Trends in Mass Communication Research; 3. The 21st CenturyConsumer Society; 4. Marketing Communications in a World of Consumption andBrand Communities; 5. Marketing Communications Trends in the Emerging GlobalMarketplace; PART II: DEVELOPMENTS IN MARKETING COMMUNICATION TECHNOLOGIES;6. The Future of Television Advertising; 7. Electronic Marketing andMarketing Communications: The Role of Technology; 8. The Influence ofTechnology on Below-the-Line Marketing Communications; 9. IntegratedMarketing Communications and the Emerging Role of the Web Site; 10. Word ofMouth: The Oldest, Newest Marketing Medium; PART III: RETHINKING MARKETINGCOMMUNICATION STYLES; 11. Marketing Communication in a Postmodern World; 12.Hypermodernity and the New Millennium: Scientific Language as a Tool forMarketing Communications; 13. Identity in Marketing Communications: An Ethicsof Visual Representation; 14. The Communication of Marketing: A CriticalAnalysis of Discursive Practice